Heineken got caught promoting heavy alcohol use at the Gold Cycle Race in the Netherlands. The Dutch Institute for Alcohol Policy, STAP, raised the complaint after an oversized beer glass was presented to the winner of the Amstel Gold cycle race on the podium last spring.
The race is sponsored by the Heineken brand Amstell. In the final ceremony Heineken “awarded” a massive beer glass to the first place winner. He was seen sharing it with the other winners. Such practices violate the Dutch Advertising Code.
