Heineken Releases First Product from #Heineken100 Collaboration With TUMI

For the past seven years, Heineken has partnered with premium retailers for it’s #Heineken100 program to create limited edition co-branded accessories for men. This year they have partnered with TUMI, a premium, business and lifestyle accessory manufacturer. On Monday (Aug. 1) the first of three accessories that the partnership will produce was released, a tote bag inspired by Miami.

TUMIxHeineken Tote Product Shot 1
CREDIT: Courtesy of #Heineken100
Heineken100 Lifestyle Tote 4
CREDIT: Courtesy of #Heineken100

Only 100 units of each product will be made, and distributed to 100 of the world’s most influential men.

“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.”

In the past Heineken has partnered with retailer such as Public School, Garrett Leight and Union Los Angeles, among others.