Heineken demonstrated its support of the creative industry, Wednesday last, as the Dutch brewing company launched Heineken House — a two-day series of events which commences this evening with A Night Of Fashion & Art and continues on Saturday with Music & Food. The launch which took place at Devon House and was attended by company executives, members of the local media and artists is a global initiative to unearth talent and create an opportunity for mass exposure.

Managing Director of Red Stripe Ricardo Nuncio shared with guests the importance of Jamaica to the company “Out of the 192 countries where Heineken is enjoyed” he shared, “Jamaica is one of the only countries where it is brewed.” The MD spoke also spoke of the company as “a brand that celebrates art, fashion, modernity and food,” and further explained that the event is Heineken’s way of celebrating and promoting locally brewed quality beer and locally brewed talent. “We believe in the global potential and accomplishments of the island, and for that we would like to not only invest but salute Brand Jamaica and its creativity.”

Heineken Brand Manager Suwannee Stewart presented multifaceted visual artist Christopher McKenzie, who placed both first and third in the Heineken House Night of Fashion and Art Competition introduced earlier this year, with $20,000. He told Friday Social that “Heineken House is not just an art show and party but an experience designed to heighten the senses with a taste of the visual and culinary arts, music and fashion”. Stewart also spoke about the venue “We have selected a venue — Barbican Square — that has never been used for an event like this, and with Main Event will be putting in place an amazing structure from where our artists and performers will bring the experience to life with art that stimulates all five senses.” Patrons will also be able to enjoy samplings of international brews like Dos Equis, Tecate, Amstel in addition to other brands from Heineken’s global portfolio.

If the launch party — complete with a performance by recording artist Sevana Siren, delectable hors d’oeuvres and cocktails served by the sponsors Rainforest Seafoods and CPJ Market, live mannequins on display and tunes spun by DJ Nicco of Fame 95 FM — was an amuse-bouche. We await with much anticipation the main event.