Heineken

When Inter Miami, the city’s highly anticipated professional soccer expansion team, was ready to announce its first official partner, Heineken tapped Cultura to make it unforgettable. The opportunity: position Heineken as a pillar of the Miami community and the official champion of global soccer.

We organized the “First-Round Draught,” an exclusive event in Miami’s vibrant Brickell neighborhood bringing together local media, community leaders, business executives, and sports outlets. We took a bilingual approach to engage both English and Spanish media, reflecting the city’s spirit. We managed vendor relations, coordinated RSVPs, trained staff, and facilitated media interviews. High-profile guests including Heineken CMO Jonnie Cahill and Inter Miami CF owner Jorge Mas mingled with attendees, while social media teasers and countdowns built anticipation. Branded transportation—Brightline train rides and Heineken-wrapped “Freebee” vehicles—ushered media from across South Florida on scenic routes showcasing the city.