Heineken to Release 18-Bottle CoolerPack This Summer

WHITE PLAINS, N.Y.  Heineken is bringing back the CoolerPack, an engineered 18-pack cardboard packaging innovation that allows consumers to chill their Heineken by simply removing the top to the case and adding ice, bringing convenience and occasion-based purchase choice to beer drinkers everywhere. Designed to pop open the top, fill the pack with ice, and enjoy a cold Heineken, the CoolerPack will keep consumers cool in the heat all summer long, driving incremental sales and profits for retailers who stock and display the innovative item. The CoolerPack was recently named 2018 “Product of the Year” in the beer category, in a competition that surveys 40,000 shoppers. The survey is the largest consumer-voted award for product innovation.

“Heineken is simplifying summer by bringing back the CoolerPack,” said Katharine Preville, Heineken Brand Manager at HEINEKEN USA. “Already filled with beer, consumers just need to add ice to this 18-pack and start enjoying cold Heineken. Fresh off being awarded 2018 ‘Product of the Year’ for innovation in the beer category, Heineken 18-pack bottles are outpacing the category 18-packs by 4 points[1]”, Preville continued. “We are excited to be bringing this innovative pack to retailers and beer drinkers for on-the-go drinking occasions and just in time for summer.”

Impactful Heineken POS, including tuck cards, standees, and display toppers, will drive awareness of the innovative CoolerPack to maximize shopper conversion and basket rings. In addition, the CoolerPack will be featured on National T.V. throughout the summer selling season. With display presence in high traffic areas of the store, retailers will drive trail of the CoolerPack and can maximize volume and profit by cross-merchandising with ice for convenience shopping.

“Heineken 18-pack bottle distribution is growing two-times faster than Total Beer 18-pack bottles1 and the pack yields 30% greater dollar lift when featured versus Import 18-pack bottles in Grocery[2]”, said Preville. “Further, in a major Mass retailer, stores that used CoolerPack POS on display experienced a +17.6% rate of sale increase.[3] With beer drinkers having voted in favor of CoolerPack, and with a proved sales record, we are confident this pack will once again add incremental sales and profits to retailers and provide added convenience to shoppers.”

The CoolerPack will be available in stores starting May 1, 2018.


HEINEKEN USA Inc., the nation’s leading high-end beer importer, is a subsidiary of HEINEKEN International NV, the world’s most international brewer. Key brands imported into the U.S. are Heineken, the world’s most international beer brand, the Dos Equis Franchise, the Tecate Franchise and Strongbow Hard Apple Ciders. HEINEKEN USA also imports Amstel Light, Amstel Xlight, Indio, Carta Blanca and Bohemia brands. For the latest information on our company and brands, follow us on Twitter @HeinekenUSACorp, or visit HEINEKENUSA.com.

[1] Nielsen FDCM+ 52 weeks ending 7/15/17.

[2] Nielsen Total US Grocery 52 weeks ending 7/15/17.

[3] Major Mass Retailer Data 2017.

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