Heineken sees F1 link revving up beer buzz

Dutch premium brewer Heineken NV, a sponsor of the Formula One race in Shanghai, said it is bullish on attracting more Chinese consumers and revving up interests in its products, following its sponsorship.

Founded in Amsterdam 150 years ago, Heineken has grabbed pole position as one of the world's top brewers. As a long-term partner of Formula One, Heineken signed a seven-year contract with the organizers.

China accounts for 27 percent of the global beer market, and about 10 percent of the beer market in China is at the high-end segment, the company said.