Heineken is rolling out a new bottle design across the globe, cutting the number of sizes available, in an effort to achieve greater brand uniformity and streamline its supply chain, according to BeverageDaily.com.
The new Heineken beer bottles will be launched first in Western Europe early next year and across the rest of the world in 2011. They will come in 5 rather than 15 sizes as had previously been the case.
A spokesperson for Heineken told BeverageDaily.com that reducing the range of bottle sizes would ensure “better supply chain flexibility and efficiency”.
The company is also reducing the range of bottle sizes to establish and standardise one global design to make the bottles more universally recognised and consistent.
The new beer bottle design features a curved embossment on the neck and back, which is added to improve looks, give a pleasing feel and act as a stamp of quality and authenticity.
Embossing in bottles is not entirely new for Heineken. The company had introduced this in the Dutch market a few years ago and now will roll it out globally.
In addition to technical and sensory innovations, Heineken has made some other brand design changes to its bottle. These include an enrichment of the Heineken green and the raising of its red star emblem above its logo. More at BeverageDaily.com