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Pastimes : BEER -- Ignore unavailable to you. Want to Upgrade?

To: Vendit™ who wrote (1011)	4/23/1999 3:56:00 PM
From: SIer formerly known as Joe B.	Read Replies (1) \| Respond to of 3689

Important Breaking News! Heineken Packaging Gets a Maker-Over Friday April 23, 3:21 pm Eastern Time Company Press Release biz.yahoo.com New Can Designs and New Bottle Label Help Build on Brand's Stylish Image WHITE PLAINS, N.Y.--(BUSINESS WIRE)--April 23, 1999--Consumers will soon be asking for a ''keg'' of Heineken and reaching into their local store's refrigerator case for a six-pack of the newly-introduced, uniquely shaped Heineken Keg Can. What could be more natural than a small version of the familiar aluminum kegs that carry beer to the taps of bars, restaurants, pubs and taverns? The Heineken Keg Can is a proprietary design, owned exclusively by Heineken N.V. (Netherlands). According to Ken Kunze, marketing director for the brand, ''This innovative, fresh packaging alternative was designed to stand out from other brands and play of consumers' images of fun times at keg parties.'' It also is an upscale way to make cans more acceptable to American consumers who usually equate quality import beer with bottles. Additionally, the well-known Heineken label has been streamlined and updated to reflect the brand's worldwide momentum as it continues to grow into the next century. ''It's still the same, easily recognizable green Heineken label, but greater emphasis has been placed on giving the graphics an almost three-dimensional look,'' Kunze explains. For over 100 years, Heineken has been providing beer lovers with high quality beer in exceptional packaging. Graphics have been continually modified to remain contemporary and upscale. The new designs deliver the same image of quality and integrity as the current design, but the new graphics work harder. Kunze says, ''This more dynamic look will appeal to more consumers and are expected to create greater impact on-shelf.'' The neck label now features the red star and the brand's international stature is highlighted by the outline of the globe. A new brand identity and redesigned labels give the Heineken bottle a cleaner, sharper and more contemporary appearance. Similarly, the main labels updated ''racetrack'' is simple and modern and the silver medals are more natural -- Adding the brand identity to these graphics creates an uncluttered, open and inviting label. Another new packaging effort is the introduction of a 16 oz. traditional can, specifically for C-stores, delis and many other off-premise outlets where single-serve purchases make up the bulk of beer sales. ''This can will help widen the variety of occasions that Heineken is consumed,'' Kunze states. Heineken USA, Inc. is a subsidiary of Heineken, N.V. of Amsterdam, the world's second largest brewer. Heineken USA is the largest importer in America. Brands include Heineken, the world's most international beer brand, Amstel Light, the largest-selling imported light beer, Murphy's Irish Stout and Murphy's Irish Amber, and Buckler non-alcoholic brew. Contact: Dan Tearno (914) 681-4113 or Maria Stefanou (212) 686-5300, Ext. 330