Heineken cuts range with bottle redesign

Heineken is rolling out a new bottle design across the globe and reducing the number of sizes available in an effort to boost brand uniformity and streamline its supply chain.

The new bottles will be launched in Western Europe early next year and across the rest of the world over the course of 2011.

They will be available in five different sizes, as opposed to the 15 sizes that had previously been on offer.

A spokesperson for Heineken said the move would ensure “better supply chain flexibility and efficiency”.

The spokesperson added: “One more reason for reducing the range of bottle sizes is to establish and standardise one global design so it is even more universally recognised and consistent.”

The new bottle design will feature a curved embossment on the neck and back – the first time that most of the world will see such a look from Heineken.

The spokesperson said: "Embossing in bottles has been introduced in the Dutch market a few years ago, however this is the first global launch."

In a slightly more technical move, cans and bottles will also feature tactile ink. This recently-launched ink, which creates a series of small raised dots on the surface of the can or bottle, is designed to give the consumer a better feeling and grip and enhance brand appearance.

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

“The bottle will reinforce the new packaging visual identity which has already been applied to the contemporary tactile can and embossed glasses that were introduced in selected markets earlier this year.”

Alan Lodge, 08.12.2010