As Formula 1 said goodbye to Zandvoort, Heineken gave fans the chance to experience the Dutch circuit one last time in an entirely different way.
The brand brought its “Last Round Bar” to the Dutch Grand Prix, creating a moving bar experience that took selected members of the Orange Army directly onto the circuit. Instead of watching from the grandstands, guests were driven around some of Zandvoort’s most recognisable corners while enjoying Heineken 0.0.
The activation formed part of Heineken’s wider “Fans Have More Friends” platform, which launched in January 2026 with the idea that shared passions can create connections between strangers. The campaign has appeared across major moments in sport and music this year, including Coachella, the UEFA Champions League Final and the British Grand Prix.
The circuit has become synonymous with the travelling Orange Army, with huge numbers of Max Verstappen supporters descending on the Netherlands each year and transforming the Grand Prix into one of the most distinctive events on the F1 calendar. Heineken used its final weekend at the track to celebrate that fan culture as the circuit closed its chapter with Formula 1. The “Last Round Bar” travelled across the track throughout the weekend, passing through several of its defining sections. Guests got to see Tarzanbocht, a historic opening corner known for its overtaking opportunities, alongside the steeply banked Hugenholtzbocht and Arie Luyendykbocht.
Access to the experience was limited, with passes distributed through several initiatives during the weekend. Heineken also had a team on the ground looking for some of the most dedicated Verstappen supporters, giving selected fans the opportunity to take part. Each pass doubled as a limited-edition keepsake from the final F1 weekend at Zandvoort.
The Zandvoort activation marked the latest chapter in Heineken’s “Fans Have More Friends” campaign, which has focused heavily on finding new ways to turn fandom into social connection. Earlier this year, its Clinker smartband at Coachella matched festivalgoers based on shared music tastes, while its Solo Seat activation at the Champions League Final turned an isolated match ticket into an unexpected experience with former Barcelona and Spain star Xavi Hernández.
With Zandvoort having hosted its final Formula 1 Grand Prix, “The Last Round Bar” offered Heineken’s own send-off: one final lap of the circuit, shared with the fans who have helped make the Dutch race such a spectacle.
