Although 2025 has begun in earnest, 2024 year-end festivities still linger in the mind as we recall spectacular firework displays and light and music extravaganzas. Among the best of these, the Heineken Experience hosted ‘In the Mood Music Fest for the Bakerian’ with long-time partner and leading Thai music label, Bakery Music. The event on December 14 offered Heineken fans and Bakerian music lovers a chance to unwind and play to the rhythm of music after a year of hard work.
The festival was part of the Afterwork by Heineken Experience campaign, which invited everyone to embrace ‘Quality Socialising’ after a busy year. Under the theme ‘Whenever You See the Stars, It’s Time to Celebrate Afterwork’, the event featured a line-up of iconic millennial artists including Nop Ponchamni, Boy Trai, Joey Boy, Scrubb, Soul After Six, Triumphs Kingdom and Yokee Playboy. Joining them were Bakerian Friends & Family and emerging talents from the next generation.
This year’s highlight included Heineken Draught Land – a colourful space where attendees enjoyed a variety of activities such as an exclusive photo booth, a lifestyle fashion zone featuring Heineken Experience premium merchandise and a cosy hangout area serving Heineken and Guinness on draft. The premium brews helped to create a warm and festive atmosphere and stave the kingdom’s brief winter chills.
In a thoughtful touch, the event also featured the Heineken 0.0 Booth, a zero-alcohol station designed to ensure everyone could head home safely. This is part of the ‘Set Zero to Drink Driving’ campaign, offering alcohol level checks and support from the Heineken 0.0 team.
This collaboration between the Heineken Experience and Bakery Music, spanning over two decades since 2001, highlights Heineken’s commitment to fostering creativity and delivering memorable experiences in Thailand’s music and festival scene. Through its music marketing initiatives, the brand continues to connect music enthusiasts and build a vibrant, joyful community.
The Afterwork by Heineken Experience campaign will keep the festive spirit alive and kicking throughout the rest of this year. You can follow upcoming events via their Facebook page.