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NETHERLANDS. Heineken’s duty free division has announced the global roll-out of its new beer bottle, completing the redesign of its international brand packaging.
The restyling aims to streamline the visual identity and make the Heineken brand even more consistent and recognisable in all 170 markets worldwide where it is sold.
The new bottle comes in different volume sizes and is available in duty free at the beginning of 2011 and across the rest of the world by 2012.
Heineken General Manager Western Europe Export & Global Duty Free Greg Graves said: “We believe that with one recognisable bottle the global Heineken brand’s leading position in duty free will be further strengthened. With uniformity comes even greater impact.”
He continued: “The bottle will reinforce the new packaging visual identity which has already been applied to the contemporary tactile can and embossed glasses that were introduced in selected markets earlier this year. As the market leader we pride ourselves on being progressive in design as well as taste.”
Marketing Manager Western Europe Export & Global Duty Free Ilco Kwast added: “We have looked at each and every packaging detail to ensure our sophisticated consumers feel a subtle but significant difference. Consumer response has been excellent. They see the new design to be modern, appealing and innovative.”
The new bottle replaces the XLN (extra long neck) and Heineken short neck packaging. The design features a curved embossment on the neck and back, which the company says is designed to add a pleasing to-the-touch feel. A distinctive embossed mark acts as a stamp of quality and authenticity. Additionally, the new shape aims to enhance the premium positioning of the bottle.
For details, contact Natascha Waterbeek, Heineken Marketing Manager, Western Europe Export & Global Duty Free at e-mail: Natascha.Waterbeek@Heineken.com Visit www.heineken.com
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