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Today, Heineken is kicking off the seventh year of its #Heineken100 initiative with luxury lifestyle accessories brand TUMI with its first of three custom TUMI collection pieces. 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.”

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