Heineken Announces Launch of Streamlined ′Iconic Bottle′

In an effort to unify the visual identify of their packaging on glass bottles, glassware, and cans, Heineken has announced the global roll-out of the redesign of a range of brand packaging. The new glass bottle design cuts the number of sizes available to achieve greater brand uniformity and improve supply chain flexibility and efficiency. The new Heineken bottle will come in five different volume sizes—rather than 15—and will be available in Western Europe at the beginning of 2011 and across the rest of the world by 2012.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. According to Mark van Iterson, global manager of Heineken design & concept, “We believe that with one recognizable bottle the global Heineken brand will be further strengthened. With uniformity comes even greater impact.” According to van Iterson, consumer response has been excellent. “They see the new design to be modern, appealing and innovative.” 20.01.2011, GPI Headquarters