Forget about those on-premise events where beer brands throw branded T-shirts into the crowd and pass out samples. Another beer
brand has decided to add to its marketing fleet a more refined option: Heineken is working with designers and boutiques to create a line of menswear as part of the #Heineken100 program.
One hundred influencers have Heineken-branded products in their hands and are working their audiences to pass the message along. Quinn Kilbury, Heineken’s senior brand director, shares the strategy behind the menswear with Digiday.