I attended the Heineken Launch Party yesterday at the AIFW. There were lots of glitz and glamour as expected, and apparent sightings of Dutch celebrities. I was greeted and directed to the back area for a drink. Of course, we were all drinking Heineken beers!
This was an event to announce the new outfit for the Heineken beer, designed by a young artist named Ora-Ito (who has also worked with numerous names such as Gucci and Addidas). Though I am not much of a beer drinker myself, this new design is a fashionable one indeed! Many advertisers have linked fashion and alcoholic beverages in the past. So this is not a big surprise when Heineken decided that they wanted to design our next fashion accessory, the beer bottle! Floris Cobelens, the marketing manager for Heineken explained to me that the new bottle will be available throughout the Netherlands as well as in France. So readers in those parts of the world, watch out for it!
I captured a video of the opening show (below). I honestly thought that it would be more of a fashion show; perhaps with models holding the bottles with various outfits on (to help us picture ourselves holding the new accessory?). It was nevertheless quite beautifully done and I think everyone had a good time!
My wish however, is that I hope to see more bloggers at these events in the future. As a blogger, I feel I can write candidly because I am not pressured by sponsorship or advertisement. What is your opinion on this? Feel free to leave your questions or opinions in the comments section.
More on AIFW to come.....