WHITE PLAINS, N.Y. -- Major beer importer Heineken USA has announced that for the first time since 1946, Heineken has redesigned its green bottle for U.S. consumers. The revamped "Star Bottle" is set to hit select New York State markets beginning in mid-September, with a national rollout slated to begin in March 2013 in on-premise and off-premise locations.
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.
The beer is not changing, the company added.
"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, vice president of marketing for 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."
White Plains, N.Y.-based Heineken USA Inc. is a subsidiary of Heineken International BV, Amsterdam. Brands imported into the U.S. include Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale and Buckler nonalcoholic brew. Heineken USA is also the exclusive U.S. importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico.