Heineken is rolling out a new bottle design across the globe, cutting the number of sizes available, in an effort to achieve greater brand uniformity & streamline its supply chain. The new Heineken beer bottles will be launched first in Western Europe early 2011 & across the rest of the world soon after. They will come in 5 rather than 15 sizes as had previously been the case. The new beer bottle design features a curved embossment on the neck & back, which is added to improve looks, give a pleasing feel & act as a stamp of quality & authenticity. Summarising the benefits of the design changes, Mark van Iterson, global manager of Heineken design & concept said: "We believe that with one recognizable bottle the global Heineken brand will be further strengthened. 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 & embossed glasses that were introduced in selected markets earlier this year."
