Motor Show Heineken 0.0%: from Formula 1 podiums to the Motor Show!

Beyond an exhibition showcasing cars and motorcycles, the International Motor Show Luxembourg is establishing itself more than ever as an event in its own right, with visitors immersing themselves in an atmosphere that is as passionate as it is festive. It is therefore no surprise to find Heineken among the major partners of Pole Position. Especially with Heineken 0.0, the world of Formula 1 is coming to LuxExpo The Box! 

Omnipresent at Formula 1 Grand Prix events, Heineken 0.0 will bring the flavour of the premier class of motor racing to the Grand Ducal halls for three days, with bars offering variations of the famous beer brand created over 150 years ago! There will also be a replica Formula 1 podium, where visitors to the International Motor Show Luxembourg 2025 can strike a pose and look like Max Verstappen, Lando Norris, Charles Leclerc or Lewis Hamilton! 

Thanks to that partnership with Heineken 0.0, Pole Position, organiser of the Motor Show, has decided to collaborate with the world leaders in the non-alcoholic beer market. By playing the moderation card and reinventing itself without denying its roots, Heineken continues to shake up habits. 

Studies show that drinking non-alcoholic beer, such as Heineken 0.0, is becoming increasingly popular! This way of enjoying popular events is proving to be the perfect complement to drinking 'normal' beer, i.e. alcoholic beer. 

Heineken achieved this feat by doing everything possible to ensure that Heineken 0.0 appealed to beer lovers from the moment it was conceived by other beer lovers. The aim was to create a flavour as close as possible to that of traditional Heineken beer. 

By combining alcoholic and non-alcoholic beer, as will be the case at the International Motor Show Luxembourg, with identical branding and those famous green bottles that are instantly recognisable, Heineken has succeeded in winning over fans, particularly motorsport enthusiasts. 

With Heineken 0.0, the flavour of Formula 1 is coming to the Grand Duchy of Luxembourg... There's no doubt about it, there will be plenty of excitement at the 2025 Motor Show!