Heineken's New Star Bottle Makes U.S. Debut

NEW YORK -- Heineken will debut its new premium Star Bottle packaging for Heineken and Heineken Light for the first time across the United States. The brewer's first packaging change in nearly 20 years is designed to be a more modern take on the iconic green bottle that will reinforce the brand's upscale status and set it apart as an innovative and relevant choice, according to the company.

Available in 12- and 22-ounce sizes, the Star Bottle packaging features strong shoulders; a taller, slimmer neck; a curved embossment, inspired by the iconic racetrack label; and a thumb groove that improves bottle grip and encourages drinkers to hold the bottle at a lower point, keeping the beer colder, according to Heineken.

"The upscale segment represents the greatest opportunity for growth in the beer category," stated Colin Westcott-Pitt, vice president of marketing, Heineken USA. "In 2012, upscale beer drove 2-percent growth in volume, 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 provides retailers and on-premise operators with the product and package that translates to increased sales of Heineken – a leader in the growing upscale segment."

The company also made additional changes to the secondary packaging of Heineken and Heineken Light. The six-pack, 12-pack, 18-pack, 24-pack and draught keg will feature new high impact, modern graphics meant to reinforce the progressive, upscale attributes of the Heineken brand.

A fully integrated 360-degree marketing and sales plan will support the new Star Bottle launch and include TV, digital and out-of-home media support; retail and on-premise programming; and extensive event activation designed to bring the brand and the new bottle to life. Additionally, a "Star App" will encourage consumers to scan the new bottle and be entered into the national promotion to receive premium Star Bottle giveaways where legal.

"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," Westcott-Pitt added.

Heineken's Star Bottle packaging first hit select New York State markets last fall, as CSNews Online reported. It is currently sold in over 170 countries around the world and arrives in markets across the United States this month.