Jakarta, August 3, 2021 — PT Multi Bintang Indonesia Tbk., one of Indonesia’s leading beverage companies, has appointed Maverick Indonesia, a Jakarta-based strategic communications consultancy, to manage communications for four of its major brands: Heineken®, Bintang Pilsener, Bintang 0.0%, and the newly launched Bintang Crystal.
The partnership begins mid-2021, marking a new milestone in Multi Bintang’s commitment to creative, data-driven brand communication.
Multi Bintang Indonesia sought a communications partner capable of balancing creativity and responsibility. During a competitive pitching process, Maverick Indonesia stood out with its non-conventional approach and analytics-driven communication strategy designed to keep heritage brands like Bintang and Heineken® relevant while introducing new innovations such as Bintang Crystal.
“Maverick Indonesia offered a distinctive and responsible communication approach—crucial for maintaining brand integrity amid today’s dynamic digital landscape,” said Jessica Setiawan, Marketing Director of Multi Bintang Indonesia.
Amid pandemic-driven market shifts, the collaboration focuses on creating impactful programs that resonate with consumers while adhering to responsible marketing practices.
Managing Four Iconic and Emerging Brands
The partnership entrusts Maverick Indonesia with the communications for:
Heineken® – a premium global lager brewed in Indonesia since 2004.
Bintang Pilsener – Indonesia’s iconic beer brand established in 1952.
Bintang 0.0% – a non-alcoholic innovation catering to changing consumer lifestyles.
Bintang Crystal – a refreshing, lighter-tasting variant introduced in July 2021.
These brands represent Multi Bintang Indonesia’s evolution from heritage brewing expertise to innovation leadership in both alcoholic and non-alcoholic beverage categories.
Founded in 1931, Multi Bintang continues to expand its capabilities, including the establishment of a state-of-the-art non-alcoholic production facility in Sampangagung, East Java, in 2014.
A Purpose-Driven Collaboration
Marsha Imaniara, General Manager of Maverick Indonesia, expressed enthusiasm about the collaboration:
“It is an honor to help Multi Bintang’s iconic and emerging brands communicate meaningfully and creatively. Our team is excited to deliver impactful strategies aligned with the brands’ long-term vision.”
To ensure measurable impact, Maverick Indonesia will apply the AMEC (Association of Measurement and Evaluation of Communication) framework to evaluate campaign performance and ensure that results are actionable and insight-driven.
About Maverick Indonesia
Maverick Indonesia is a purpose-driven strategic communications consultancy combining data analytics, insight-based creativity, and social responsibility to help brands communicate with clarity and impact. Established in 2002, the firm has supported numerous global and Indonesian corporations, including Airbus, Asia Pulp & Paper (APP) Sinar Mas, Danone-AQUA, Spotify, WhatsApp, and Xiaomi.
Over the past decade, Maverick has built strong relationships with key opinion leaders, communities, and stakeholders through initiatives such as PechaKucha Night Jakarta, Catalyst, MaVoice, The Recruit, and Comms Club.
Media Contact:
Ratmia Dewi
Associate, Media Outreach
0812-8511-7266
[email protected]
