Heineken's Redesigned Bottle Is a Star

WHITE PLAINS,N.Y. -- For the first time since 1946, Heineken has redesigned its famous green bottle for U.S. consumers. The newly revamped "Star Bottle" is now hitting select New York State markets, with a national rollout slated to begin in March in on- and off-premise locations, according to White Plains, N.Y.-based beer importer Heineken USA.

"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," said Heineken USA Vice President of Marketing Colin Westcott-Pitt. "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."

The bottle comes in 12-ounce and 22-ounce sizes and features a taller, thinner shape for a more modern and premium appearance. It also has an embossed thumb groove that improves grip and encourages people to hold the bottle at a lower point, keeping the beer colder, the company said.