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. 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.