Press Release:
(White Plains, NY) – 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.
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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.
Is “smooth” now a synonym for skunky? If science clearly shows that green glass allows in ultra-violet light leading to instant skunkiness why does Heineken continue to use it? Is skunkiness part of their taste profile?
I personally like the short necks. the beer taste and smell like a beer. the short necks taste a little heavy, then light with a friuty after taste. the long necks make the beer taste like you are drinking water, has no real taste or smell of a real beer. the fruity taste is gone. maybe there should be short necks and long necks. this way we have a choice of how we want the beer to taste.
I like the shortneck better .. ugh… Xoxo
Had the longneck today at La Tosca, in D.C., loved it! Will I be seeing the longneck heiny at my local estabishments? I hope so.
I have been drinking Heineken short necks for over 20 years “because” of the (possibly perceived) taste the short neck provides. The long neck absolutely tastes like a “light” beer version so with this said I’ll go back to Coors Light if they don’t bring back the short neck…………period!
I agree I just purchased a case of long necks taste is very light and airy hope the short necks come back.