November 1, 2016

How this brewing brand is expanding through licensing?

Dutch brewing company Heineken International has unveiled a new carry-on bag in collaboration with Tumi - the upscale chain known for luggage & briefcases for its annual #Heineken100 program.The four-wheel expandable roller features Heineken-green zippers and marks the third release in a series of travel produc...

By Licence India Bureau

Dutch brewing company Heineken International has unveiled a new carry-on bag in collaboration with Tumi – the upscale chain known for luggage & briefcases for its annual #Heineken100 program.

The four-wheel expandable roller features Heineken-green zippers and marks the third release in a series of travel product collaborations from the brewer and Tumi in 2016. The partnership also marks the seventh year of the program.

This year’s first #Heineken100 release, a Miami-inspired Tumi tote with Heineken-green detailing, debuted in August, while the second, a similarly styled backpack/duffle bag debuted in September.

“With an internationally known brand like Tumi, this year’s #Heineken100 program has been more successful than ever before,” asserted Raul Esquer, Brand Manager, Heineken U.S.

“We’re proud to add yet another functional and beautifully designed item to the program with the carry-on,” Esquer added.

#Heineken100 connects the brewer with lifestyle brands to create co-branded lifestyle products that are seeded 100 of the world’s most influential men. Past partners have included Public School, Garrett Leight, Union Los Angeles, Parabellum, Mark McNairy, Kith and Neighborhood Japan, among others.

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