An­other rea­son to cel­e­brate

> Heineken Malaysia is set to give a beer and cider ex­pe­ri­ence like never be­fore with the Pass­port In­ter­na­tional Beer­fest

The Sun (Malaysia) - - FEATURE - JEREMY CHEONG

BEER lovers don’t re­ally need an ex­cuse to head down to the pub with their mates to un­wind af­ter a long and stressful day. It’s not so much about the drink­ing but re­ally more about qual­ity time spent with friends and work­mates.

Now, just in time for Ok­to­ber­fest, Heineken Malaysia is giv­ing beer lovers an­other rea­son to en­joy their favourite bev­er­age with the in­tro­duc­tion of a brand-new ini­tia­tive – the Pass­port In­ter­na­tional Beer­fest.

This ini­tia­tive was of­fi­cially launched on Sept 22 in a grand cel­e­bra­tion at TREC KL.

Pass­port In­ter­na­tional Beer­fest is es­sen­tially an all-out cel­e­bra­tion of Heineken Malaysia’s range of beers and ciders from the Nether­lands, Eng­land, Germany, Ire­land and around Asia.

They in­clude con­sumers’ favourites such as Guin­ness, Strong­bow, Kilkenny, Paulaner, Kirin, Smirnoff, Tiger Beer, and of course, Heineken.

At the launch event, con­sumers were re­minded and en­cour­aged to en­joy their favourite beers re­spon­si­bly, and not to over-in­dulge.

Be­sides toasts to the Heineken Malaysia’s range of beers and ciders, the event also fea­tured fun per­for­mances that in­cluded a per­cus­sion­ist band, dancers, stilt walk­ers, jug­glers, ma­gi­cians, and ap­pear­ances by brand am­bas­sadors dressed up in Ja­panese and Ger­man cos­tumes.

Adding spice to the night were pretty Ir­ish mod­els saun­ter­ing around to keep things merry, and also to in­form guests about the Pass­port In­ter­na­tional Beer­fest ini­tia­tive and its var­i­ous ac­tiv­i­ties.

Guests also got to take part in stage games, with many bring­ing home at­trac­tive prizes.

Heineken also wanted to give its cus­tomers a chance to ex­pe­ri­ence the sto­ries and cul­tures be­hind the var­i­ous beers from dif­fer­ent coun­tries.

To achieve this, it set up a booth with a vir­tual re­al­ity globe sim­u­la­tor.

“We aspire to bring our con­sumers a big­ger, bet­ter and im­proved ex­pe­ri­ence through the sim­u­la­tor,” said Tai See Wai, Heineken Malaysia’s head of trade mar­ket­ing.

“This dig­i­tal ex­pe­ri­ence will give our dis­cern­ing drinkers an op­por­tu­nity to ex­plore an­other coun­try and its cul­ture, while en­joy­ing our brews at the same time.

“On top of that, con­sumers will not only be en­joy­ing our at­trac­tive pro­mo­tions, but also will be able to col­lect a set of six lim­ited edi­tion Pass­port In­ter­na­tional Beer­fest mugs across se­lected out­lets dur­ing this cam­paign pe­riod.”

Guests also got to take pic­tures at the event and post them on their own so­cial me­dia ac­counts us­ing a fun ‘selfie sta­tion’.

Through­out the fes­ti­val pe­riod, par­tic­i­pat­ing pubs na­tion­wide will be hav­ing var­i­ous F&B pro­mo­tions, along with ex­cit­ing on-lo­ca­tion chal­lenges and games, where cus­tomers will be able to win at­trac­tive prizes and beer mer­chan­dise.

Heineken Malaysia’s Pass­port In­ter­na­tional Beer­fest ini­tia­tive runs from now to mid-Novem­ber.

For more, visit the Heineken Malaysia web­site.

Bring­ing global fun to Malaysia ... Heineken Malaysia’s Pass­port In­ter­na­tional Beer­fest launch fea­tured (clock­wise from top left) friendly beer am­bas­sadors; stilt walk­ers and other street per­form­ers; mod­els dressed in na­tional cos­tumes from beer brand coun­tries; a selfie sta­tion; and a vir­tual re­al­ity globe sim­u­la­tor.

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