The 22 oz. Heineken bottle
that was launched last year
for the off premise in the
United States is being replaced
by the 'kingsize' 24 oz. ver
sion. Since its introduction
last year the 22 oz. bottle
had increased sales by 14.4
per cent, reports Heineken
USA. The new 24 oz. bottle is
aimed at expanding the
usage occasions even further.
"Large format packages are
'very hot' and they are also
profitable for the retailers",
says Ken Kunze, marketing
manager for the Heineken
brand at Heineken USA. The
replacement operation start
ed in the fall of 1997 and
Heineken USA expects that
the 22 oz. bottle will have
been fully replaced by the 24
oz. kingsize format nation
wide by January 1998.
Heineken and Planet Holly
wood have joined forces.
Since May this year Heineken
has been the worldwide pre
ferred supplier for all Planet
Hollywood restaurants out
side the United States.
This was the first time in
its history that Heineken had
concluded a global on premi
se deal. The cooperation was
announced in Cannes in the
South of France where a new
branch of Planet Hollywood
was opened during the
International Film Festival.
