Heineken to launch embossed bottles

06 December, 2010

Heineken is introducing standardised packaging across the world for its flagship lager.

The new bottle, in five sizes, will appear in Western Europe from early 2011 and will come in embossed and standard formats. The brewer has made some subtle changes to the label design including making the red star logo more prominent.

The new design reinforces the visual identity used on cans and glasses since the beginning of 2010.

Mark van Iterson, Heineken’s global design manager, said: “We believe that with one recognisable bottle the global Heineken brand will be further strengthened. With uniformity comes even greater impact.”

He added: “Our consumer focuses on details. This is why Heineken has dedicated time and resources to this design update, making sure every single element was taken into consideration.

“We have looked at each and every packaging detail to ensure our sophisticated consumers feel a subtle but significant difference. Consumer response has been excellent. They see the new design to be modern, appealing and innovative.”




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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