Heineken Teams Up with TUMI for "#Heineken100" Travel Lifestyle Capsule Collection

Heineken kicked 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 TUMIcollection 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,” says 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,” says Quinn Kilbury, Heineken senior brand director. “This year, we are expanding the program’s reach and utilizing it to strategically support our sales growth.”