e bye, Stubby After many decades the era of the stubby, that compact but not very premium-looking bottle, has now come to a definitive end. Within all export sections the stubby has now made way for the KB 33 bottle. In the final week of February the bottling line at the brewery in Den Bosch was converted for the last time to the stubby format. The little bottle was filled for the last time and during the months of March and April it disappeared for good from the Heineken range. Because of efficiency reasons the brewery in Den Bosch is pleased with this decision. A narrowing of the range automatically leads to im proved productivity and cost savings, since there is no longer any need for time-consuming conversion of the bottling machines. Loyal Duty Free was the department which stayed loyal to the stubby right to the very end. There was a time when the stubby was the preferred export bot tle, particularly in the Caribbean. The stubby's popularity was not sur prising. Because of its compact shape and low weight the bottle was cheap er to transport than the long neck bottle. But economic aspects cannot always be given top priority. The stubby, however handy it may have been to transport, did not fit in with the pre mium image that Heineken is seek ing. Over the years, therefore, the stubby was gradually replaced by the long neck bottle. A number of sections within Duty Free had also changed over to the long neck bottle as time progressed. The only section within Duty Free where the stubby lived on was in shipping. In particu lar, shipping lines and ship chandlers in Europe and the United States were very fond of the stubby. In the case of ship chandlers elsewhere in the world canned beer increased in popularity and the stubby gradually disappeared from the range. Preference "Duty Free, just like all other export departments, wants to contri bute to the premium image of Heineken and decided to replace the stubby by the EB 53. At the same time Duty Free is responding to market developments: the consumer was also showing an increasing preference for the long neck bottle. It should also be remembered that, because of advan ces in the glass-making industry, the weight of today's long neck bottle hardly differs from that of the stubby", explains Ton Muyres, head of Heineken Duty Free. An extensive mailing to all ship chandlers and shipping lines and pro motions in the ports has been used to announce the switch-over from stub by to EB 33. According to Muyres, customers responded positively to the change in the range, one of the reasons being the perceived trend amongst consumers to favour the long neck bottle. 17

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World of Heineken | 1993 | | pagina 17