...original and futuristic design
Paco, the aluminum bottle developed in France, is popular
among young adults due to its original and futuristic design.
Paco was introduced at Schiphol Airport in April 2004 for a
three-month period. It will show if the value for the Heineken
brand can be generated in the luxury product market.
Airports are lucrative markets with multiple value and exposure
opportunities. Shopping travelers seek original and valuable
products and perceive the Duty Free stores as shopping windows,
where international brands present their latest innovations. The
current perception of beer by this trade is sceptical as beer is
presented rather as a commodity as it is relatively low-priced and
widely available in the domestic markets. Heineken beer is
perceived first of all as beer and is often not seen as serious
competition with whisky or cognac just because it is a premium
international brand. The presentation of Paco on display in the
