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Heineken readies Player 0.0 promotion

Beer company Heineken has begun a promotion called “Player 0.0” in support of its Heineken 0.0 non-alcoholic beer. From May 25 to June 7, consumers can compete in a time trial on the recreation of the Circuit Gilles Villeneuve race track in the video game EA Sports F1 22. The top five participants will go on to compete in person via racing simulator machines at the Formula 1 Pirelli Grand Prix du Canada 2023 in Montreal. The overall winner will receive a trip to compete against F1 world champion Max Verstappen in a simulated race later this year.

“We are excited to be launching Player 0.0 in Canada and to be giving gamer fans the chance to play with the world's current best driver,” said Laurent Delmouly, managing director at Heineken Canada. “Sim racing is changing the world of F1 as drivers themselves use it to prepare for races, and we are thrilled to be putting Canadians in the driver's seat with Player 0.0. Through this innovative platform, while advocating responsible drinking, Heineken continues to offer the best experiences to Canadian audiences.”

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