WHITE PLAINS, N.Y. – 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.
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 attaximagic.heineken.com. Please visit www.EnjoyHeinekenResponsibly.com.
Yes but is it still green? Heineken needs to finally change their bottles to amber glass to avoid that trademark Heineken skunk.
When are you going back to the original bottle ,keep pulling bud and doors under all that ice in the chest?
I think you should go back to the old bottle. I think the taste has changed since you switched and I do not care for it as much as I once did
I agree with you 100% since the bottle has changed so has the taste. Not quiet as skunky. Also it is hard to distinguish it from every other beer in a dark lightless ice chest.
You had a great brand in the shape of the “stubby” bottle and just gave it up. How stupid are you guys. Now you have no brand — you just gave it up and became like everyone else. This has got to go down as almost as stupid and the Coca-Cola fiasco.
i hate this new bottle ! Do the right thing and fire the idiot that made this decision ! Remember new coke ?
I think they should bring back the Brick Bottle, the neck fits into the bottom of another bottle so you can build with them. That was Heineken’s idea in 1963, to help the impoverished build with recycled materials.
This is the day and age that would go over great!
I agree with previous posts. Used to really appreciate the unique skunky first hit off a fresh Heineken. Seriously thing about taking this half-rack back and consulting with store manager that they should do customers a favor and posting a sign that Heineken has changed their recipe. As was the Coke fiasco, I am moving to other beers. Very sad to see another significant product become only a memory of previous individualous glory 🙁
With the new bottle, the taste has changed for the worst. Heineken was a great beer back in the 1970’s, but it is just average now. Heineken needs to bring back that strong taste that it use to have. It sure is a disappointment for us long term fans.
Wow! I remember the first time I went to a bar and wasn’t sure what to get. I thought about what my friends drank and ordered a Heineken. I still have a bottle cap from the 70’s. Not that long ago I bought a Heineken and said to myself what’s this? I took a sip and I also thought there was a difference in taste. Then I said it must be my imagination! The old bottle had class. You could spot that bottle across the room and you knew what it was. Now it’s boring and looks like all the rest. It had class and that old world distinguished look. Now it’s just another run of the mill bottle and doesn’t taste the same. The paper label was so cool. Shame on you Heineken! I wonder if Moosehead is still the same. Haven’t seen it in Arizona but I am gonna look!
Heineken, please please please revert back to the old “stubby” bottle! We Heineken drinkers loved that distinguished look. The new bottle looks like a class-less Bud Light. PLEASE CHANGE BACK!
Please bring back the old bottle! My brother in law said at our last big party, “I got you your Heniken”,little did he know it now looks like dos exes..I hate that. Big hugh mistake the pther bottle was so cool.
I have four originals in my frige been there since the new bottle came out. Two were drank by mistake by someone who didn’t know the difference. Dear Mr. Marketeer, Stupid idea and damn shame to stop something that had a little class-now, youre just like the rest! Bring it back, bring the original back “friend”!!!!
Has the logo on buckler na changed