NEW YORK, Aug. 1, 2016 /PRNewswire/ -- 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 longest running and most premium
product collaboration in the beer space, #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.
"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.
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.
"Every year, #Heineken100 exceeds our goals and expectations,"
said Quinn Kilbury, Heineken Senior
Brand Director. "This year, we are expanding the program's reach
and utilizing it to strategically support our sales growth."
Watch the #Heineken100 hashtag for more
information.
About HEINEKEN USA
HEINEKEN USA Inc., the nation's
leading upscale beer importer, is a subsidiary of HEINEKEN NV, the
world's most international brewer. Core brands imported into the
U.S. are Heineken®, the world's most international
premium beer brand, the Dos Equis franchise, the Tecate franchise
and Strongbow Hard Apple Ciders. HEINEKEN USA also imports Amstel Light, Newcastle Brown
Ale, Red Stripe, Sol, Indio, Carta Blanca and Bohemia brands. For
the latest information on our company and brands, follow us on
Twitter @HeinekenUSACorp, or visit HEINEKENUSA.com.
About TUMI
TUMI (NYSE: TUMI) Since 1975, TUMI
has been creating world-class business and travel essentials,
designed to upgrade, uncomplicate, and beautify all aspects of life
on the move. Blending flawless functionality with a spirit of
ingenuity, we're committed to empowering journeys as a lifelong
partner to movers and makers in pursuit of their passions.
Designed in America, for Global Citizens everywhere. The brand is
sold in over 350 stores from New
York to Paris to
London and Tokyo, as well as the world's top department
and specialty stores and travel retail in more than 75
countries. For more about TUMI, visit www.TUMI.com,
www.facebook.com/TUMItravel,
www.twitter.com/TUMItravel.
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SOURCE HEINEKEN USA Inc.