Heineken brings ‘Cheers To All Fans’ platform to life at Australian Grand Prix with Momentum

Australia – Heineken partnered with independent strategic creative agency Momentum Worldwide to deliver an immersive fan experience at the Formula 1 Qatar Airways Australian Grand Prix in Melbourne, aiming to strengthen fan connections and promote its Heineken Silver product.

The activation marked the first time Heineken brought its global sponsorship platform ‘Cheers To All Fans’ to Australia, celebrating fan communities while raising awareness and trial for the premium low-carb lager Heineken Silver.

At the centre of the experience was a seven-metre-high bar installation made from four stacked containers, which included a live DJ booth and served as the focal point of the Heineken area during the race weekend. On Saturday, bartenders from across Australia competed in the Star Quality National Final, showcasing their skills in executing Heineken’s five-step Star Serve ritual: rinse, pour, skim, check, and serve. Participants were judged based on precision, presentation, and overall performance.

Social media influencer Schooner Scorer also attended the event to crown the best Heineken pour while creating live content for his audience of more than 500,000 followers.

According to the organisers, the activation was designed to encourage interaction and shared experiences among fans, aligning with Heineken’s ‘Cheers To All Fans’ platform, which unifies the brand’s global sponsorships across football, Formula 1, and music festivals.

The creative concept was informed by research commissioned by Heineken, which found that 75% of fans say their passion for sports or entertainment has helped them meet new people.

Dino Bozzone, country manager at Heineken Australia, said, “Formula 1 brings motor racing aficionados together like no other sport, and with ‘Cheers To All Fans’ we’re turning that energy into real connections. Albert Park was the perfect place to celebrate shared passions, enjoy a Heineken Silver, and create moments that fans will remember long after the checkered flag.”

Jen Peace, managing director at Momentum, added, “We’ve been activating with Heineken at Formula 1 for more than a decade, and our focus is always on elevating the experience for visitors. This year we wanted to create something impossible to ignore, a bold social landmark that embodies the power of fandom to bring people together while driving meaningful engagement and trial for Heineken.”

The latest activation continues the long-running collaboration between Heineken and Momentum, which spans 26 years. The Australian Grand Prix installation was designed as a modular system that can be adapted for festivals and major events across Australia throughout the year.