Heineken USA to introduce new 'star bottle'

WHITE PLAINS, N.Y. — Heineken USA has redesigned its classic green bottle.

The revamped "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 bottle is set to hit select New York State markets beginning mid-September, with a national rollout slated to begin in March 2013 in on- and off-premise locations.

"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," Heineken USA VP marketing Colin Westcott-Pitt said. "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."