HEINEKEN STAR BOTTLE
NEW BOTTLE, SAME RECIPE ENJOYED AROUND THE WORLD SINCE 1886
Consumers agree! In a series of extensive research studies, loyalists and occasional
drinkers alike prefer Heineken’s new Star Bottle.
1
The Star Bottle, along with the
redesigned high-impact andmodern graphics on all secondary packaging, reinforces
the brand’s progressive upscale attributes and translates to increased sales from
the shelf, cold box, and display.
The upscale segment represents the greatest opportunity for growth in the beer
category. In 2012, upscale beer drove 2% growth in volume and 5.3% growth in
value and in the past five years has grown 1.5 times more volume than the premium
and value segments combined.
2
Look for Heineken’s unprecedented TV, digital, and out-of-home media support;
retail and on-premise programming; and extensive event activation to support the
launch of the Star Bottle, and get on board to increase your sales and profits of the
#1-selling upscale European import, Heineken Lager.
For the first time in almost two decades, Heineken, the world’s leading premium beer brand, is taking a huge step
forward with new, innovative packaging on all Heineken and Heineken Light primary and secondary packaging.
Heineken’s Star Bottle represents a more modern take on its iconic green bottle that will further reinforce the brand’s
upscale status and set it apart as being an innovative and relevant choice for today’s consumers.
The new look and feel of the revolutionary Star Bottle add a progressive appeal to consumers’ sense of sight, touch,
and taste.
THE SHOULDER
The strong shoulder gives the bottle an air of masculinity and pride
THE NECK
A taller slimmer neck with vertical branding elongates the bottle and gives it a
more modern and premium look
THE FEEL
Inspired by Heineken’s iconic racetrack label, the new curved embossment and
thumb groove improve grip and encourage holding the bottle at a lower point to
keep the beer colder
THE CAP
Features the world-renowned Red Star, symbolizing Heineken’s strong heritage
Advertorial
AVAILABLE ON ALL
SECONDARY PACKS
Brewed in Holland. Imported by Heineken USA Inc., New York, NY. ©2013
1. PRS Packaging Evaluation, “Heineken Structure Redesign,” prepared for Heineken, September 2011, PRS job# K128
2. Nielsen, Total U.S. All Channels, FY12
1...,28,29,30,31,32,33,34,35,36,37 39,40,41,42,43,44,45,46,47,48,...124