This Saturday, the brand offers sports activities and entertainment at Heineken 0.0 Station.
Non-alcoholic beer is gaining prominence as a popular choice among sports enthusiasts, whether during outdoor activities or for those looking to relax after exercise. This type of drink has been a popular option among those who want to enjoy the taste and social experience of beer. Keeping an eye on this new movement, the Heineken 0.0, the zero-alcohol version of the best-selling premium beer in the country, has developed a unique experience at Parque Villa-Lobos, located in the city of São Paulo, focused on socializing, sports and entertainment.
The inauguration of Heineken 0.0 Station will take place next Saturday, June 29th, with the special “Heineken 0.0 Run”, in partnership with On, for guests and athletes partnering with the brands, with 5 and 10 km routes. The initiative will have the presence of On, a Swiss company that is becoming a reference in sports in Brazil with high-performance products, and RunFun, a company specialized in running training.
The structure will have exclusive experiences such as the Custom Station, an area where Brazilian artist and designer Renato Gave will customize gifts for runners. The space, with limited spaces, will allow participants to choose to customize various items. In addition, the brand will bring the Heineken 0.0 VR BIKE, an experience that combines cycling with virtual reality (VR) glasses technology. Participants will be able to pedal a stationary bike while using VR glasses to travel a virtual route that transcends the limits of the park.
Also for the inauguration, the race will have a warm-up session to prepare the participants. After the finish, the brand will offer a brunch at the Heineken 0.0 Station with DJ Vivian Marques, among other guests, as an exclusive celebration to mark the inauguration of the space, in addition to Heineken group products such as Clash’D, FYS and the star of the event, Heineken 0.0, available in the arena. To maintain hydration, the race route will have water distribution points.
Heineken 0.0 aims to facilitate moments of socialization and expand consumption options through a more conscious and healthy lifestyle, together with a high-quality product, bringing the unmistakable flavor of traditional Heineken. To maintain this connection with the public and continue to add to these opportunities through experiences and promote entertainment and socialization beyond sports, for the next two months, Heineken Station 0.0 will remain active on Saturdays and Sundays with exclusive experiences.
The space will be open to the public visiting the park and will feature special programming until September, when the structure closes. There will be extensive training sessions with tips for running, cycling, stretching, dance sessions and much more, as well as DJs to entertain the public during the program, which will be revealed soon.
“We firmly believe that non-alcoholic beer goes far beyond the most functional consumption occasions and that it plays a fundamental role in connecting socialization with an active and healthy lifestyle. Heineken 0.0 Station confirms this when we bring space with the expectation of demystifying the idea that culture and socialization are only present in environments with alcohol. We brought, through the sports aspect, the idea that beer can be present in the lives of those who seek a balanced lifestyle between socialization and well-being”, explains Fabrizio D’Angelo, Marketing Manager of Heineken 0.0 in Brazil.
*Cover photo: Disclosure/HEINEKEN Group
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