The Bar Times – Warm laughter and friendly conversations filled Adriana Cocina & Bar in Jimbaran, Bali, on the evening of Friday, November 7, 2025. Guests sipped refreshing drinks made from fresh tropical fruits—products of local farmers—while soaking in the stunning sunset views. The sense of togetherness was palpable among general managers, chefs from hotels, restaurants, and bars across Bali, as well as farmers and community members.
The event marked the highlight of Squeeze’s 37th anniversary, a leading fruit-based agribusiness company that has long been a trusted partner in Indonesia’s HORECA industry. “This 37th anniversary celebration is packaged differently. It’s not just about Squeeze, but about everyone who has supported us to reach this point. It’s about shared dynamics,” said Squeeze General Manager Yoppie Lesmana during the festivities.
The main event, Squeeze Sundown Vol. 6 titled Tropical Voyage, served as the grand finale to Squeeze’s 2025 event series. This edition was more than a party—it was a tribute to the company’s 37-year journey since its founding in 1988. Squeeze specializes in fruit-based products such as fruit juice, fruit puree, fruit yogurt, instablend, and fruit chunks for hotels, restaurants, cafes, and bars (HORECA) in Bali and across Indonesia.
“Through Tropical Voyage, we highlight Squeeze’s story—not just the brand, but the people behind it,” Yoppie added. He emphasized that HORECA customers are the true heroes who have grown alongside Squeeze. Their support enables the company to continue empowering local farmers and delivering high-quality tropical fruits.
Squeeze Director Lily Setiadi explained the company’s role as a partner to farmers. “During peak harvest seasons, fruit prices often drop sharply. We help through partnerships, ensuring farmers don’t suffer losses,” she said. Squeeze introduces diverse fruit variants to prevent customer fatigue, including soursop, guava, and passion fruit, beyond the usual oranges and apples. “We source local fruits from Bali first; if supply is short, we turn to Java. We collaborate with over 80 farmers across various regions in Indonesia,” Lily noted.
Flexibility is key. “If guava is in short supply, we switch to soursop; if soursop runs low, we use passion fruit. Quality and consistency are non-negotiable—so customers trust us,” she continued. This approach ensures a steady supply of fresh tropical fruits for the food and beverage industry.
Head of Brand and Marketing Karmelita Paula Costa highlighted a special appreciation session with Badan Pendapatan Daerah (BAPENDA). “This recognizes Squeeze’s contribution to Bali’s economic growth and the sustainability of local agribusiness,” she said. Squeeze plans to expand into the retail market with new fruit products, following years of focus on HORECA.
The anniversary celebration blended entertainment and brand immersion, featuring a bar takeover by professional mixologists, DJ performances, and artistic installations depicting Squeeze’s tropical journey. The partnership with Adriana Cocina & Bar created a vibrant tropical Mexican ambiance, perfectly aligned with the Tropical Voyage theme.
Squeeze Sundown Vol. 6 was supported by leading beverage brands, including PT. Mulia Dewata Gemilang (Tequila Ranchitos & Saccharum Spiced), PT. Pelita Maju Perkasa (Bols Vodka & Gibson Gin), Muda Mulia Sakti (Sparkling Wine Obikwa Cuvee Brut), as well as Voya Syrup, The Bar Times, and Bank OCBC. “Each collaboration represents unity, innovation, and support for Bali’s growing F&B and hospitality sectors,” Karmelita stated.
“Tropical Voyage is not just a year-end event—it’s a moment of gratitude and forward momentum. Every drink served reflects our vision: to become a trusted national agribusiness company that innovates, uplifts local farmers, strengthens partnerships, and delivers natural, high-quality local fruit products,” Karmelita Paula Costa concluded.
This celebration not only honored 37 years of Squeeze but also reaffirmed its long-term commitment to Indonesian fruit farmers and innovation in tropical fruit variants for global markets. ****