Seedlip is paving the way for alcohol-free brands to take ownership of the designated driver message, following a global partnership with Mercedes-AMG Petronas Motorsport.

The deal will see Seedlip become the official supplier to the reigning FIA Formula One World Champions, while Seedlip cocktails will be served in the team’s hospitality at all Formula One Grands Prix.

The “designated driver” positioning has historically been dominated by soft drinks producers, with Coca Cola Enterprises (CCE) in particular running campaigns offering free drinks for designated drivers, particularly around the festive season.

Seedlip’s news follows a move last July by Heineken, which launched a £6 million campaign for its alcohol-free beer Heineken 0.0, with the aim of “making alcohol-free beer cool”. The series of adverts included “Now You Can: Parking”, which featured a man enjoying its Heineken 0.0 while driving his car.

Ben Branson, Seedlip’s founder, said: “We are honoured to partner with Mercedes-AMG Petronas Motorsport and together provide a global platform for the designated driver. With a shared commitment to innovation and technical excellence we are incredibly excited to work together throughout the F1 season.”

Toto Wolff, team principal and chief executive at Mercedes-AMG Petronas Motorsport, said: “We have signed a number of new partners recently, underlining that Formula One remains a leading marketing platform for companies to drive brand development and business growth.”