Heineken has undertaken a packaging redesign and reduced the number of bottle sizes it produces from 15 to five, in a bid to remove unnecessary complexity from its global supply chain. The standardised bottle sizes will become available in Western Europe in early 2011, and the rest of the world by 2012.
"We believe that with one recognizable bottle the global Heineken brand will be further strengthened," said Mark van Iterson, manager global Heineken design and concept. "With uniformity comes even 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."
The changes have been described as "subtle but significant". (20 Dec)
© 2010 - ESM: European Supermarket Magazine
