It's Forbidden To Put A Logo On Formula E Even Though It's A Sponsor, Heineken Chooses The Nobar Title While Promoting Beer At SCBD

Formula E Circuit (Photo: Instagram aniesbaswedan)

JAKARTA - The alcoholic beverage company, Heineken, has no problem with the ban on the installation of logos and the sale of beer during the Jakarta Formula E event, even though it has become a global sponsor.

Marketing Director of Multi Bintang Indonesia, Jessica Setiawan, said that her party respects the decision of the BUMD PT Jakpro as the organizer and the executive committee that did not give Heineken space to promote its products during Formula E with the consideration of preserving local wisdom.

Moreover, in Formula E, visitors are prohibited from bringing alcoholic beverages while watching the race in the circuit area.

"We don't see it in terms of restrictions. So we look at ourselves, promoting our brand responsibly. It means only to (people aged) 21 plus and also from the local context itself," Jessica said in a virtual press conference, Tuesday, 31 May.

Therefore, Heineken will look for ways to promote the alcoholic beverages they produce by holding a watching together (nobar) event titled Formula E-experience located at ASHTA District 8, SCBD, South Jakarta.

"(Beer sales) will not be on the circuit but will actually be in the ASHTA mall, which is actually a place for our consumers and there are 21 pluses," he said.

As is known, the inclusion of the Heineken brand beer company in the sponsorship of Formula E has attracted the attention of a number of parties. In fact, this is opposed by PA 212.

In response to this, Head of the Jakarta Formula E Organizing Committee, Ahmad Sahroni, emphasized that there will be no beer sales and the inclusion of the Heineken logo in the electric car racing event in Ancol on June 4, despite being a sponsor.

"It should be emphasized that there will be no sale of beer and beer company logos at the Jakarta E-Prix," said Sahroni on Friday, May 27.

Sahroni explained that Heineken is not an official sponsor of the Jakarta E-Prix, but a global sponsor determined by Formula E Operation (FEO).

"It should also be noted that Heineken is a global sponsor of FEO, which is present in all Formula E racing series in various cities, including Diriyah, Saudi Arabia," said the Deputy Chairman of Commission III of the Indonesian House of Representatives.

Sahroni also emphasized that despite being a global sponsor, FEO as the organizer and Heineken have committed to upholding the values of the people in the country or city that hosts the E-Prix.

“FEO, Heineken, and other companies also uphold the local culture and values of the people of the countries that host Formula E. So they will adapt to the conditions in their respective countries. This is a commitment that has been confirmed from the start,” he explained.