Spyker drinks to future success.

Spyker has teamed up with Heineken to launch the first-ever Formula One-themed sports bar in the Netherlands, while also agreeing to work together at the track, as Heineken becomes the official beer supplier at events organised by the team.

Further details regarding the sports bar concept, including the location and opening date, won't be announced until the beginning of July, but the will carry both Spyker and Heineken branding as the two partners link up to promote the brewer's alcohol awareness campaign 'Enjoy Heineken Responsibly'. Marketing director Herwin van den Berg believes the co-operation between the pair is a perfect match.

"Developing and realising innovative bar concepts is a main priority for our company, and this F1 sports bar fits with our ambitions of being the most innovative brewer," he noted, "Furthermore, the co-operation with Spyker gives us access to the F1 experience with millions of international fans."

Spyker F1 director Michiel Mol agreed, commenting that 'having Heineken as a partner for this concept and as a hospitality instrument proves that the marketing strategy of the Spyker team is working as planned'.

"I'm very proud to join forces with such a well known brand; a brand that, as with our team, has its roots in the Netherlands," he added.