HEINEKEN Launches New "Star Bottle" Design

Same World-Class Taste, Sleek New Look To Hit Select New York On-Premise Accounts

News provided by

Sep 17, 2012, 11:32 ET

WHITE PLAINS, N.Y., Sept. 17, 2012 /PRNewswire/ -- Today HEINEKEN USA, the nation's leading upscale beer importer, officially announced that for the first time since 1946, Heineken has redesigned their world-class green bottle for U.S. consumers. The revamped "Star Bottle" is set to hit select New York State markets beginning mid-September, with a national roll-out slated to begin in March 2013 in on and off-premise locations.

"The newly designed Star Bottle allows Heineken to take a huge step forward in the globalization of the brand, which started with our 'Open Your World' marketing campaign and our more recent draught program," said Colin Westcott-Pitt, VP of Marketing, HEINEKEN USA. "The Heineken bottle has gone through a number of progressions but has always maintained its core iconography that has become a symbol of upscale premium beer, and this philosophy will remain the same with the new Star Bottle design."

The Star Bottle will be available in 12 oz. and 22 oz. sizes and features a taller, thinner shape giving it a more modern and premium look. The bottle also features an embossed thumb groove that improves grip and encourages people to hold the bottle at a lower point, keeping the beer colder. While the bottle is changing, consumers can still expect the same smooth, full-bodied beer with a complexity that balances fruity notes with mild bitterness that has been synonymous with Heineken for more than 100 years.

About HEINEKEN USA
HEINEKEN USA Inc., the nation's premier bier importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. European brands imported into the U.S. include Heineken Lager, the world's most international bier brand; Heineken Light; Amstel Light, a leading imported light bier brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the Heineken USA-sponsored Taxi Magic™ application from your smartphone at taximagic.heineken.com. Please visit www.EnjoyHeinekenResponsibly.com.

Contact:

Adam Feigen, Heineken USA
[email protected]
914-681-4198

Richard Mitchell, MSL Group
[email protected]
646-500-7773

SOURCE HEINEKEN USA