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.
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.