Heineken is introducing in select cities its exclusive limited-edition aluminum bottles with a label design that celebrates each city’s unique culture and geography.
The new aluminum bottle arrives this summer in New York, Los Angeles, Miami, and Hawaii, made available by HEINEKEN USA, the nation’s leading high end beer importer. The label design includes the iconic red star and signature green ensure Heineken brand recognition.
This durable and chic packaging is perfect for social spaces like rooftop bars, patios, and pool areas. Acting as an instant conversation starter, the aluminum bottle keeps Heineken Lager cold and fresh for a perfect serve every time.
The innovative bottle will appeal to on-premise guests who care about design, and who see prestige package design as a reflection of their good taste, and equally to accounts that care about the image they project to their customers.
Hispanics account for 35 percent of Heineken beer consumers
“We know that 66% of alcohol buyers pay attention to packaging and nearly the same amount pay attention to label design,” Raul Esquer Lopez, Brand Manager at HEINEKEN USA, said in a press release.
Confirming that on the social scene, image is everything, he adds that 55% of consumers say they have shared their opinion about alcohol beverage packaging via word of mouth and social media.
“Taste and image come together in this new package to make the aluminum bottle the star of the bar this summer,” concludes Esquer Lopez.
With the exception of Hawaii, the cities where Heineken will be distributing its new aluminum bottles have a large concentration of Hispanic population and the brewery estimates that approximately 35% of the Heineken brand consumer are Hispanic or multicultural.
With its original recipe dating to 1873 and untouched for 145 years, Heineken is the #1 European import within the on-premise, delivering $540 millions to the category, and is among the fastest growing beer brands in 2016.
The city-specific aluminum bottles will elevate the guest experience in the accounts that seize the opportunity for a proven seller served up in a package sure to generate summertime buzz.