Passport International Beerfest Launch at TREC KL by Heineken Malaysia

It is that time of the year where we cheers with our friends and family. Where every pub, bar, tavern, and bistro in town will celebrate beer and cider’s glorious existence. This year, Heineken Malaysia Berhad has got something up its sleeves for beer lovers.

All ready – The brand ambassadors strike a pose for Passport International Beerfest's launch.
The brewery introduced its brand new initiative, Passport International Beerfest in an extravagant event at TREC KL, today. Passport International Beerfest is an all-out celebration of HEINEKEN Malaysia’s range of beers and ciders from The Netherlands, England, Germany, Ireland and Asia, and a chance to bring to life the experiences and cultures behind each of them.

Guests queuing up to try out the 4D virtual reality booth set up for Passport International Beerfest launch

Never mind Oktoberfest, Heineken Malaysia Berhad is taking the celebration to a whole new level with an international beer and cider experience this year.

Heineken Malaysia Berhad's Passport International Beerfest began with a bang on Sept 22, 2016 at Trec KL 
“We aspire to bring our consumers a bigger, better and improved experience through a virtual reality globe simulator. 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,” said HEINEKEN Malaysia’s head of trade marketing Tai See Wai.

Passport International Beerfest brought along a stilt walker and mime for the launch at Trec KL.
“On top of that, consumers will not only be enjoying attractive promotions but will also be able to own a set of six limited edition Passport International Beerfest collectible mugs as memorabilia throughout the celebration across selected outlets during this campaign period,” added Tai. 

Consumers participating in a Passport International Beerfest game during the launch event

Fans at the Passport International Beerfest launch held at Trec KL on Sept 22, 2016.
The event was filled with exciting activities such as percussionist band, dance performances, stilt walkers, jugglers, magicians and brand ambassadors dressed up in Japanese and German costumes. There were also Irish models who marched around the event grounds making the festival merrier.

Fans raise their glasses to Passport International Beerfest.
A living statue at Passport International Beerfest launch at Trec KL.
Heieneken Malaysia Berhad sales director Thum Chee Yuen (second from left) with Tai See Wai, head of trade marketing (third from left) at the launch event.
To spice things up, festival-goers brought home attractive prizes after participating in stage games conducted during the event. While experiencing different cultures at the virtual reality booth, consumers also took pictures and posted them on their respective social media platforms using the ‘selfie station’.

Passport International Beerfest sets out to bring global experiences to its consumers.
A guest tries out the virtual reality simulation created by Heineken Malaysia Berhad for Passport International Beerfest.

At the end of the night, guests leveraged on the exclusive promotion by GRAB, the official transport partner for Passport International Beerfest. This event marks the start of the campaign. 

Fans at the Passport International Beerfest launch say 'cheers' to global experiences during the launch
The time has come for Passport International Beerfest.
For more information on Passport International Beerfest and to know more on how to be a part of the celebration, log on to

.: Peace Out :.