It has come to a point when Tumi Holdings Inc (NYSE:TUMI) and Heineken think they can do more for themselves and their customers if they work together. As such, Heineken is rolling out its Heineken 100 initiative with Tumi.

The partnership, a first between the companies, will see Heineken and Tumi create three custom Tumi collection pieces.

Heineken touts its Heineken 100 as beer industry’s longest running and most premium product collaboration. Under Heineken 100 initiative, Heineken partners with what it calls most innovative retail brands such as Tumi in this case to created limited-edition of co-branded products.

Those premium limited-edition products are seeded to some 100 most influential men in the world, who are selected based on factors such as sphere of cultural influence and aesthetic vision.

Heineken has partnered with brands such as retailer Union Los Angeles, Garrett Leight, Public School, retailer KITH, Parabellum Mark McNairy and Neighborhood Japan under its Heineken 100 premium product collaboration.

Partnership with Tumi

With Tumi, the first of the three custom premium products under Heineken 100 for 2016 will be a Miami-inspired TUMI tote. That product will bear Heineken-green detailing signature and feature superior interior design and functionality.

The second custom product under the collaboration will be a premium collection curated for New Yorkers and it is expected to launch in September. Rounding up the Heineken100 product collaboration with Tumi for 2016 will be an item targeting the Amsterdam market and it will debut in October.

Tumi’s Michael Petry noted that they feel excited by the partnership with Heineken. He said that the brands of both companies represent premium craftsmanship and they both have a shared vision that is dedication to customers.

The announcement of the Heineken 100 partnership with Tumi come at a time when Heineken has also reported an increase in profits and sales in the first six months of 2016. The company generated revenue of€10.09 billion and profit of €977 million, which grew 2% and 11.2%, respectively. But both figures missed the consensus estimate.