#heineken100 releases first collaboration with tumi

by Brian Lipton

Today, Heineken, the world's leading international brewer, 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 TUMI collection pieces. 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. (PRNewsFoto/HEINEKEN USA Inc.)

International beer brand Heineken has kicked off the seventh year of its coveted #Heineken100 initiative. For 2016, it has partnered with travel accessory brand TUMI to create three special pieces.

The first #Heineken100 2016 release is a custom Miami-inspired TUMI tote with signature Heineken-green detailing, and designed with superior interior functionality. 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.

“We’re excited to partner with Heineken, as both our brands represent global, premium craftsmanship and a shared dedication to our customers,” explains TUMI global creative director, Michael Petry. “We are constantly inspired by our Global Citizens and look forward to perfecting the journeys of these new innovators and tastemakers as they embark upon their next adventure.

“Every year, #Heineken100 exceeds our goals and expectations,” said Quinn Kilbury, Heineken’s senior brand director. “This year, we are expanding the program’s reach and utilizing it to strategically support our sales growth.”

Previous #Heineken100 partners have included Public School, Garrett Leight, Union Los Angeles, Parabellum Mark McNairy, KITH and Neighborhood Japan.