Heineken unveils new Formula E sustainable bar

Beer brand plans to expand activation to additional Formula E and Formula One events.

Heineken unveils new Formula E sustainable bar


  • Red Bull, ABB and DHL collaborated on project
  • Bar estimated to save 21,128kg of carbon emissions per event

Former Formula One champion Nico Rosberg and Heineken have unveiled a new sustainable bar concept to be used at Formula E events.

The beer giant has worked with the electric championship since 2018 and more recently became its sustainability partner.

The Heineken Greener Bar, which aims to reduce water waste, emissions and energy consumption, was revealed ahead of the London ePrix, for which the Dutch brewery is the title sponsor.

Drawing on expertise from across the motorsport industry, partners such as Formula E, Red Bull Advanced Technologies, ABB, DHL and Jaguar collaborated on the project.

The bar boasts upcycled cups, coasters made from brewing byproducts and even recycled staff uniforms. Benches and standing tables are also created from reclaimed wood that fell near the Heineken brewery in Amsterdam, while local plants and soil are used as ballasts instead of water, saving 4,725 litres per event.

Aligning with Formula E's own sustainability goals, it is anticipated that the bar will save 21,128kg of carbon emissions and 6,539kg of waste per event.

Long term, the plan is to roll out the bar at Formula E and Formula One events globally.

"At Heineken, we are on a journey towards ensuring that our entire business, from barley to bar, is run as sustainably as possible," said Bram Westenbrink, the global head of Heineken.

"The Heineken Greener Bar is our latest pitstop on this journey. We are so excited to have created a sustainable bar concept that can be developed and utilised at all our sponsorship properties, to help showcase how we are able to make every part of our business a little greener every day.

"We are so pleased to have been able to work in partnership with Formula E and our other motorsport partners to develop the innovations required to bring this important sustainability idea to fruition."

"Sustainability is at the heart of everything I do, and I firmly believe in the power of innovation, so I am immensely proud to see Heineken embracing this and combining the expertise from the motorsport industry with their knowledge from the brewing industry to help drive forward a more sustainable solution for the global events industry," added Rosberg.