Heineken And Miami's Alchemist Introduce Six-Pack Of Handmade Candles For "#Heineken100" Program

Premium Brewer Partnering with Local Retailers on Exclusive Goods and Local Initiatives

Nov 19, 2015, 14:02 ET from HEINEKEN USA Inc.

NEW YORK, Nov. 19, 2015 /PRNewswire/ -- HEINEKEN USA® today unveils a special six-pack of custom handmade Heineken-bottle candles in partnership with lifestyle concept store Alchemist Miami, marking the very first time the beer brand's #Heineken100 program expands into home goods. The luxurious decorative accessories were hand-poured with a proprietary soy and wax blend, then de-molded and heat-finished, also by hand. The products mark the fourth of this year's five collaborations and will be revealed tonight at a VIP event at Alchemist's 1111 Lincoln Road location. Five attendees will have the opportunity to receive the limited-edition candles.

Now in its sixth year, the #Heineken100 program, which celebrates the brand's hyper-influential consumers with custom collaborative products, is teaming up with legendary men's fashion stores in five of its fans' favorite U.S. cities. These include Alchemist in Miami, KITH in New York City, Union in Los Angeles, RSVP Gallery in Chicago, and Concepts in Boston. Each partner has crafted a unique set of just 100 products that will be unveiled at a VIP launch event and seeded to 100 national influencers.

"I am honored to represent the city of Miami for this year's #Heineken100 program," said Alchemist Founder Roma Cohen. "I wanted to create something that immediately brings the brand to mind, so we carefully spot color-matched vegetable dye to get the exact hue of Heineken green. The six-pack is almost a mini-artwork that is both fun and nostalgic - and it would look great in anyone's office!"

For the first time ever, in addition to custom goods, the program includes the #Heineken100 City Guide and local events in each of the five markets, for ages 21 and over. Created by the #Heineken100 retailers and Highsnobiety, the #Heineken100 City Guide highlights the favorite locales of its five culturally connected partners.

"Our goal with the #Heineken100 is to connect influential beer drinkers with the cities that matter to them through the progressive styles unique to each metropolis," said HEINEKEN USA Brand Manager Raul Esquer. "Roma Cohen and Alchemist sit at the epicenter of Miami's burgeoning design and fashion scene, and we couldn't be more thrilled with the results of our partnership."

Watch the #Heineken100 hashtag for more information.  

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 Alchemist
Founded in 2007 by Roma and Erika Cohen, Miami Beach's Alchemist offers an out-of-the-box, stunning retail experience for tomorrow. Joining permanent and temporary installations by artists and designers such as Zaha Hadid, Marina Abramovic, Los Carpinteros and rAndom International, it offers curated lifestyle products and over sixty top fashion collections. The Alchemist story begins at the groundbreaking Herzog & de Meuron designed Carpark, 1111 Lincoln Road with two locations – a glass-box located on Level 5 and another on the ground level. This year, Alchemist opened a third location in the Miami Design District. The fine jewelry concept shop is creating a new world of fine jewelry available exclusively in Miami. Alchemist and Rene Gonzalez Architect received an Honor Award for Interior Architecture from the American Institute of Architects for the design of the 1111 fifth-floor level Alchemist boutique while the ground level store was recognized with a Merit Award from the Miami chapter of the AIA and in 2014, received a "Best of the Year" Award from Interior Design magazine. www.shopalchemist.com.



Photo - http://photos.prnewswire.com/prnh/20151119/289351

Photo - http://photos.prnewswire.com/prnh/20151119/289352

Photo - http://photos.prnewswire.com/prnh/20151119/289353

Logo - http://photos.prnewswire.com/prnh/20150720/238612LOGO