FEEL IT: THE
NEW HEIN
IDENTITY
CAN
NEW
PACO
PREMIER
Heinekeri
cool stuff
Heineken's newest portable draught beer system, the Xtreme
Draught, can now be found on the decks of one of the world's
premier cruise liners.
MSC Cruises—which operates seasonally in both the
Mediterranean and the warm waters of the Caribbean—has
been serving Heineken using the Xtreme Draught aboard its
newest and largest vessel of the fleet, the MSC Opera, since
September 2005.
As of last month, Heineken, Amstel Light and Murphy's
Irish Stout are also available on the largest luxury liner in the
world, Freedom of the Seas. Bigger than the Queen Mary,
Freedom of the Seas is the world's most luxurious and
innovative cruise ship, with an onboard surf park, a rock-
climbing wall, numerous swimming pools and an indoor
skating rink.
Following an inaugural voyage between Southampton in
the UK and New York, USA, Freedom of the Seas has officially
set sail on its seven-day Caribbean cruises with these beers
as first mates.
You know the flavour, can spot the green-black-and-white label from a mile away,
and can easily recognise the sound of the fresh flow into a chilled glass, but do you
want to find out what Heineken actually feels like? We have all become well-
acquainted in the taste department, but now your favourite brewer has come up
with a unique can to tickle your tactile sense. Following on from the unique silver
and green can, Heineken's design department has revealed its latest creation: a nifty
embossed can. As Manager Brand Design Mark van Iterson explains: "A can is usually
just a handy drinking vessel. This new, stylish design is a way for us to distinguish
ourselves from other brands, and clearly represents Heineken's unique premium
experience." So go ahead, feel it for yourself... Talk about having the edge over
other brews!
The French have been busy lately, preparing a line of new
products for their market. A new Paco bottle, dubbed the
Icone, has been designed specifically for Heineken by Ora-
ito, the original Paco designer. The Icone bottle, with its
high-tech shape, will replace Paco bottles in high-end, on-
premise outlets. This will allow Heineken to retain image
leadership, staying one step ahead of the competition's
copycat aluminium bottles, launched since Paco premiered.
Additionally, a 15 cl Heineken bottle has been released
into the French market this year to accompany Icone.
