Heineken Star Bottle 'Arrives Big'

Celebrates new packaging with top-secret NYC party (slideshow)

Published in CSP Daily News

By
Melissa Vonder Haar, Tobacco Editor

NEW YORK -- The new Heineken Star Bottle--the brand's first packaging change in almost two decades--has officially arrived in the United States. To mark the occasion, Heineken USA invited hundreds of New Yorkers to an "Arrive Big"-themed launch party filled of celebrity guests, special surprises and of course, lots of Heineken.

Those lucky enough to score an invite started out the night on the Heineken Ship at New York's South Street Seaport, which would take them to the party's top secret location. Guests were treated to stunning city views while sipping on Heineken and Heineken Lights in the new Star Bottle packaging. The innovative "thumb groove" on the new bottle made it easier for guests to hold onto their beers while cruising the East River.

The top-secret location turned out to be The Duggal Greenhouse--a former shipping warehouse located in the Brooklyn Navy Yard that has recently been transformed into one of the city's most premier venues. As the boat pulled into the dock, the Greenhouse beckoned guests into the event with Heineken stars and green lighting decorating the floor-to-ceiling windows.

Inside, partygoers were offered a bevy of exclusive options: a star-themed red carpet where they could pose with Heineken girls; Heineken-stamped cargo holders that housed anything from street artists creating beer-themed art to a giant star bottle ice sculpture; special guest appearances by Ashley Tisdale, Stacy Keibler and Wilmer Valderrama; DJ Vice spinning for the expanded dance floor; and plenty Star Bottles of Heineken and Heineken Light.

As impressive as the scene was, Heineken still had more surprises in store: about halfway through the event, one of the massive cargo holders opened to reveal indie rock band Fun. For the next hour, the crowd was treated to a private concert that included the Grammy Award-winning "We Are Young," along with hits like "Some Nights" and "Carry On."

The Star Bottle is now available nationwide. It was the first of many "Arrival" celebrations that will take place around the country.

Heineken USA Inc., White Plains, N.Y., is a subsidiary of Heineken International BV. European brands imported into the United States include Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale, Strongbow cider and Buckler nonalcoholic brew. Heineken USA is also the exclusive U.S. importer for the Tecate, Tecate Light, Dos Equis, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.