WHITE PLAINS, N.Y. — Heineken is making over its beer can designs for summer. The beer, imported from Holland by Heineken USA, White Plains, N.Y., is refreshing its brand identity with its iconic green color and bold red star to help the product pop on shelves, the company said.
Cans account for more than 57% of the beer category and are ideal for the summer drinking occasion, the company said. The newly redesigned cans and related point-of-sale materials featuring the update hit stores starting in May.
“We’re leveraging our equity with a bigger, bolder brand name wrapped around the lower half of the can and reinforcing our immediately recognizable red star in the most prominent position,” said Lorenda Alward, brand manager, Heineken USA. “More and more beer drinkers prefer cans to bottles, and we’re stamping a more visual, impactful identity on our cans to stake out claim to this growing set."
The timing of the Heineken can refresh ushers in on-the-go summer occasions when drinkers flock to cold, refreshing beverages during warm weather.
Cans, which chill quickly, keep quality and taste and provide a nostalgia with the crisp pop upon opening, Heineken said. On top of that, with can volume growing at an average of 11% over the past two years, cans are driving growth in the category and is a package option Heineken is investing in for the short and long term, the company said.
Heineken cans are available in 12-ounce 12-, 18- and 24-packs, as well as 16-ounce and 24-ounce cans.