New Experiences with Heineken at CIMB Classic 2015

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KUALA LUMPUR, 3 November 2015 – Heineken, the world’s No.1 international premium beer, brought a tad more excitement and innovation to consumers and golf enthusiasts’ experience at this year’s CIMB Classic – the only official PGA TOUR FedExCup event in Southeast Asia.

Marking its third partnership with the prestigious tournament as the official beer partner, Heineken continues to push boundaries and bring world class experiences to golf lovers as they watch their favourite players in action at the CIMB Classic 2015, which saw a star-studded line-up battling it out for the coveted title.

“We are excited to be partnering with CIMB Classic once again to offer new, world class experiences to a wider set of consumers. Heineken is constantly innovative in our approach to engage with consumers, and this highly regarded tournament is one of the many avenues we can exemplify the progressiveness of the brand” said Loh Ee LinMarketing Manager of Heineken Malaysia.


Enter the Heineken Green Experience
Guests were treated with a grandstand view of the tournament at the Heineken Green Experience hospitality marquee, which was situated at the 14th Green, West Course of the Kuala Lumpur Golf and Country Club (KLGCC). It was strategically located in the green fairways of KLGCC overlooking Hole 1, as well as Hole 14.

The Heineken Green Experience also featured limited edition Heineken headphones, where consumers can enjoy the game while listening to their favourite tracks, as well as catching up with the progress of the tournament through the commentaries. Of course, the experience will not be complete without a refreshing pint of Heineken Extra Cold.

Party on the Golf Course at Heineken Sundown Party
Consumers were also given an exclusive opportunity to party on a golf course as Heineken hosted the Sundown Party, bringing together music, performances and Heineken-infused cocktail to celebrate its collaboration with CIMB Classic.

Working together with world class mixologist Joshua Ivanovic, Heineken presented Michelada, Honey Shandy and Lagerita – specialty drinks that were only made available at the Sundown Party.

John Liddel brought a different tine to the celebration a set list of music performances. Local DJ Xu filled the marquee with a mix of upbeat sounds, accentuating the experience designed to spark social conversations and offer a unique experience at the after-party.


Kicking-Off the Partnership with Heineken Championship 2015
Prior to the CIMB Classic, Heineken organised its third Heineken Championship on 9 October 2015, which saw 128 amateur golfers from all over the country vying for the top three spots, which qualified them to play at the prestigious CIMB Classic Pro-Am. Held at the Mines Resort and Golf Club, Heineken Championship was also an opportunity for Heineken to connect with its consumers by offering them exclusive experiences, while relishing in their favourite game of golf. Participants of the tournament were treated with an inventive drone delivery of Heineken beer, much to the delight of the players.

Heineken has been a long-term sponsor of premier sporting events in the global arena, including the UEFA Champions League, the most prestigious club competition in European football; the Heineken Cup, the leading international club rugby competition; and the US Open, one of the biggest tournaments in the world of tennis.

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