Heineken kicks off the seventh year of its coveted #Heineken100 initiative with TUMI, the global leader in premium travel, business and lifestyle accessories; with its first of three custom TUMIcollection pieces. The program is the longest running and most premium product collaboration in the beer space and every year #Heineken100 partners the brewer with the most innovative names in retail to develop limited-edition co-branded products that are seeded to 100 of the world’s most influential men. Selected for both a defined aesthetic vision and sphere of active cultural influence, #Heineken100 partners have included Public School, Garrett Leight, retailer Union Los Angeles, Parabellum Mark McNairy, retailer KITH and Neighborhood Japan, among others.
The first #Heineken100 2016 release is a custom Miami-inspired TUMI tote with signature Heineken-green detailing, and designed with superior interior functionality. TUMI, a leader in providing sophisticated global citizens another reason to travel, is a first-time #Heineken100 partner, as well as the most prevalent brand to ever participate in the program. The second TUMI #Heineken100 product, curated for New Yorkers, will debut in September, while Amsterdam’s item will round out the 2016 initiative in October.
Watch the #Heineken100 hashtag for more information.
