Heineken And Chicago's RSVP Gallery Debut City Guide To Kick Off 2015 "#Heineken100" Program

Premium Brewer Partnering with Local Retailers in Five Cities on Custom Products and Local Initiatives

Jul 21, 2015, 09:31 ET from Heineken

NEW YORK, July 21, 2015 /PRNewswire/ -- Today, Heineken®, the world's leading international brewer, kicks off its coveted #Heineken100 initiative in Chicago with the debut of the #Heineken100 City Guide at a VIP launch event hosted by RSVP Gallery's Isimeme "Easy" Otabor. Created in partnership with HighSnobiety, legendary men's fashion outposts in five markets, and their hyper-influential networks, the #Heineken100 City Guide highlights the favorite locales of the program's culturally connected retail partners.

Now in its sixth year, the #Heineken100 program, which celebrates the brand's hyper-influential consumers with custom creations, has expanded to include the guide, along with local activations at the most stylish retail stores in five of its consumers' favorite U.S. cities, for ages 21 and over. These include KITH in New York City, Union in Los Angeles, Alchemist in Miami, RSVP Gallery in Chicago, and Concepts in Boston.

"This year, we're building on the program's legacy to explore the deep cultural connections each of our partners has with their respective cities," said Quinn Kilbury, Heineken Senior Brand Director. "Our goal is to cultivate and capture the energy and perspective of these communities, helping consumers to explore their world."

This year's custom items will be unveiled at launch events in each city, and will be seeded to 100 national influencers, including local style arbiters. The first exclusive product drops in August in New York City, with a launch event at the KITH flagship store, followed by staggered launch events in L.A., Miami, Chicago and Boston through the end of the year.

"I'm honored to be working with Heineken on this world-renowned annual campaign," said RSVP Gallery Operator and Buyer "Easy" Otabor. "This year's #Heineken100 goes beyond what anyone has seen before. We're not only sharing innovative lifestyle products. We're opening up our worlds, tapping into our networks and sharing our lifestyles.

Previous years' collaborative products have included: a Parabellum canvas tote, an RTH poncho/shirt hybrid, Garrett Leight California Optical sunglasses, Mark McNairy saddle shoes, a PUBLIC SCHOOL duffel bag, NEIGHBORHOOD selvedge denim jeans, Eric Haze artwork, a KILLSPENCER daypack, and more.

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 International BV, the world's most international brewer. European brands imported into the U.S. include Heineken, the world's most international beer brand, Strongbow Hard Apple Ciders, Desperados, Amstel Light, and Newcastle Brown Ale. HEINEKEN USA also imports the Dos Equis Franchise, Tecate Franchise, Sol, Indio, Carta Blanca and Bohemia brands from Mexico. For the latest information on our company and brands, follow us on Twitter @HeinekenUSACorp, or visit HEINEKENUSA.com.

About RSVP Gallery  
Offering merchandise that doubles as art, RSVP serves as a luxury boutique/art gallery that displays and sells pop art and design from around the world. Short for "Repondez s'il vous plait" or please respond, the store's name is an invitation for guests to not only visit the space, but participate, get inspired, and respond. www.rsvpgallery.com.

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SOURCE Heineken



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