Heineken cuts size range in beer bottle redesign

Heineken is rolling out a new bottle design across the globe, cutting the number of sizes available, in an effort to achieve greater brand uniformity and streamline its supply chain.

The new Heineken beer bottles will be launched first in Western Europe early next year and across the rest of the world in 2011. They will come in 5 rather than 15 sizes as had previously been the case.

Efficiency and flexibility

A spokesperson for Heineken told this publication, that reducing the range of bottle sizes would ensure “better supply chain flexibility and efficiency”.

The spokesperson added: “One more reason for reducing the range of bottle sizes is to establish and standardise one global design so it is even more universally recognised and consistent.”

In design terms, the new bottles build on the design changes introduced for Heineken cans and glasses at the start of 2010. All include new sensory features such as embossing.

The new beer bottle design features a curved embossment on the neck and back, which is added to improve looks, give a pleasing feel and act as a stamp of quality and authenticity.

Sensory features

Embossing in bottles is not entirely new for Heineken. The company spokesperson said: “Embossing in bottles has been introduced in the Dutch market a few years ago however this is the first global launch.”

The embossment builds on the introduction of new sensory features in cans and bottles, including the use of tactile ink. Recently launched, this new ink, created by a series of small raised dots on the surface of the can, is designed to give the consumer a better feeling and grip and enhance brand appearance.

In addition to technical and sensory innovations, Heineken has made some other brand design changes to its bottle. These include an enrichment of the Heineken green and the raising of its red star emblem above its logo.

Summarising the benefits of the design changes, Mark van Iterson, global manager of Heineken design & concept said: “We believe that with one recognizable bottle the global Heineken brand 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.”