2016 was a year of epic celebrations filled with great vibes, incredible parties and momentous milestones but above all else it was a year dedicated to creating meaningful connections.
On the corporate front, we ushered in a new era as HEINEKEN Malaysia, joining the most international brewer HEINEKEN N. V., opening up a new world of opportunities in the presence of Charlene de Carvalho-Heineken and Michel de Carvalho. We celebrated this historic occasion in iconic Heineken fashion with nationwide parties across four cities inviting our trade partners, distributors, employees and media friends.
We brought the party to life with Heineken® Live Your Music, Tiger Jams and Guinness Amplify turning up the beat with incredible live performances. For the Guinness St. Patricks’ Day celebrations we painted the town green and Passport International Beerfest gave consumers a world tour for their beer palates.
Infusing energy and vibrancy into urbanites, the Heineken® Shape Your City campaign took Kuala Lumpur and Penang by storm, transforming forgotten locations into pop-up bars that roused conversations and forged new connections.
We also inspired consumers with once-in-a-lifetime experiences through the Tiger White Experience, the Tiger FC Big Away Game and the Heineken® F1 Circuit Weekend@TREC KL in conjunction with the F1 Malaysian Grand Prix.
To give back to the community, we strengthened river conservation efforts through our W.A.T.E.R Project and continued education initiatives by hosting the 5th English Enrichment Training Programme. We also collaborated with the Do Good Volunteers to promote the spirit of giving and sharing amongst Malaysians.
On the Drink Sensibly (DS) front, we collaborated with Pestle & Mortar for a trendy line of clothing carrying DS messages, empowering consumers to be responsible drinking ambassadors. To reflect moderation as a core part of our identity, we lit up The Tavern at Sungei Way Brewery with DS Neon Lights, reminding our guests of good habits to ensure quality enjoyment.
All in all, 2016 was undeniably a stellar year, bridging us all together through great times and enjoyment at every turn. 2017 is going to be a toast to better times!