Heineken Star Bottle to make U.S. debut in March

heineken lager 100Press Release:

(New York, NY) – Heineken, the world’s leading premium beer brand, announces the U.S. debut of its premium Star Bottle packaging for Heineken and Heineken Light. The new Star Bottle design, Heineken’s first package change in nearly two decades, represents a more modern take on the brand’s iconic green bottle that will further reinforce the brand’s upscale status and set it apart as the innovative and relevant upscale choice for today’s adult consumers, 21 and older.

The Star Bottle packaging, available in 12 oz. and 22 oz. sizes, features strong shoulders and a taller, slimmer neck that elongates the look of the bottle giving it a more modern air of confident masculinity and pride. The new design also features a curved embossment, inspired by the iconic racetrack label, and thumb groove that improves bottle grip and encourages drinkers to hold the bottle at a lower point, keeping the beer colder. While the package is new, the liquid inside is the same high quality taste that is legendary around the world.

“The upscale segment represents the greatest opportunity for growth in the beer category,” noted Colin Westcott-Pitt, VP of Marketing, HEINEKEN USA. “In 2012, upscale beer drove 2 percent growth in volume and 5.3 percent growth in value and in the past five years has grown 1.5 times more volume than the premium and value segments combined[1]. Evolving our iconic packaging to an even more premium and contemporary look is perfectly timed to meet that changing demands of today’s upscale millennial and multicultural consumer and to provide retailers and on-premise operators with the product and package that translates to increased sales of Heineken – a leader in the growing upscale segment.”

In addition to the primary pack change, Heineken and Heineken Light secondary packaging, including the six-pack, 12-pack, 18-pack, 24-pack and Draught Keg, will boast new high impact and modern graphics that reinforce the progressive upscale attributes that define the Heineken brand and truly make Heineken and Heineken Light stand out on the shelf, in the cold box and on display.

The launch of the new Star bottle will be supported with a fully integrated 360 marketing and sales plan that includes unprecedented TV, digital and OOH media support, retail and on-premise programming and extensive event activation that brings the brand and the new bottle to life. In addition, an innovative “Star App” encourages consumers to scan the Star Bottle to be entered into the national promotion and receive premium Star Bottle giveaways (where legal). Westcott-Pitt added, “This app will contribute to an increase in Star Bottle awareness and rate of sale, and by glorifying the bottle, the app will drive additional consideration among our target consumers whether they are shopping for at home entertaining needs or out with friends at their favorite local hot spot. Currently available in over 170 countries across the world, we are excited to bring the Star bottle to the U.S.”

The Heineken Star Bottle package will appear in market beginning in March 2013.

About HEINEKEN USA
HEINEKEN USA Inc., the nation’s leading upscale beer importer, is a subsidiary of Heineken International BV, the world’s most international brewer. European brands imported into the U.S. include Heineken Lager, the world’s most international beer brand, Heineken Light, Amstel Light, Newcastle Brown Ale, and Strongbow cider. HEINEKEN USA also imports the Dos Equis Franchise, Tecate Franchise, Sol, Indio, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the HEINEKEN USA-sponsored Taxi Magic™ application from your smartphone at taximagic.heineken.com.

[1] Nielsen, Total USA, All Channels

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18 thoughts on “Heineken Star Bottle to make U.S. debut in March

  1. But it’s still green and will still let in the ultra-violet light that lends to oxidation which lends to the trademarked skunkiness you get with Heineken bottles.

  2. New bottles don’t fit my refrigerator space. Guess it’s back to Red Stripe for me.

  3. Makes the beer taste different. Time to try so ething else. Why fix something that isn’t broken?

  4. I have been drinking Heineken for 30 plus years and I do not like the new bottles. I remember when they changed the formula in the early eightys and it took some getting used to. The new bottles suck and don’t fit in my fridge at home or the bar I work at not to mention that they don’t fit into coolies because they are too skinny.

  5. “the world’s leading premium beer brand” — are you kidding, Heineken tastes like crap!

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  10. Heineiken tastes so bad in new bottle .I drink 30 years and don’tlike new bottle at all

  11. I think the beer tastes significantly worse, Heineken has been my favorite beer for at least ten years but I really think the taste is significantly worse in the new bottle.

  12. I thought it was me. I always liked Heineken light but the new bottle makes the beer taste different. Or did they change beer too?

  13. i was drinking haineken for 20jears,now with new tastes haineken sucks,battle is ok.but new haineken tastes is reely bad.i stop drinking haineken for last 3manth,

  14. Heineken Light has been my beer of choice hands down as the best tasting light beer – until now. I thought it was just me or perhaps a bad batch but I’m realizing now the taste is significantly different. More hoppier perhaps? Even a slight hint of rosewater?! Either way – I miss the old Boyle but more importantly I miss my beer.

  15. Their right I can only fit 11 bottles in my fridge now instead if 12 and it does taste different and no one else mentioned the boxes rip apart when you pic’um up…Heineken what the hell are you thinking

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