Crystal clear -
the evolution of bottle labels
r
HI
TRENDS INNOVATIONS
Since 2006, all back labels of
the Heineken brand have been
re-designed to guide consumers
to the Enjoy Heineken Responsibly
website. Upgraded earlier this year,
enjoyheinekenresponsibly.com
was launched as a tool to provide
consumers with relevant and
transparent information on the
consumption of alcohol.
World ofHeineken 37 Winter 2007/2008
In 1931, Heineken introduced its beer
in bottles for the very first time. The
company's premier label featured a large
red star on a white background, with the
trademark reading "Heineken's Bier". In
1954, Alfred Heineken - arguably the
company's most famous chairman - took
a decisive measure by changing the label
to green. Along with the Heineken label,
the company trademark has undergone
numerous changes throughout the years,
dropping the "s", with the world's most
international premium beer now known
simply as Heineken.
The latest development for the Heineken
bottle label has been the introduction
of Pressure Sensitive Labelling, or clear
plastic labelling as it is also known within
the company. First launched in the United
States in 2004, pressure sensitive labels
are becoming more and more popular,
being rolled out in many new Heineken
markets around the world. Heineken
Hungary and Romania are currently
testing the innovative "wash-off" pressure
sensitive labels - which can be applied in
markets which use returnable bottles.
"These wash-off labels are sturdy and
highly adhesive, yet can be removed
easily when returned to the brewery,"
says Peter Smith at Heineken's Supply
Chain Services. "We are working closely
with the suppliers of our bottles, the
labelling machines, the bottle washers
and the pressure sensitive labels
themselves in order to find the optimum
performance with respect to labelling and
wash-off."
While applying plastic labels comes
at a substantially higher price than
regular paper labels, the commercial
benefits are clear. "In Ciuc, Romania, the
Heineken brand is bottled on a single
packaging line, which was fitted with
plastic label capabilities in early 2007,"
says Dirk Ypenburg, Project Coordinator
at Heineken Romania. "These highly
attractive labels raise the profile of the
Heineken brand, and differentiate it
from competitor beers in the eye of the
consumer."
peter.smith@heineken.com
INGRED1ENTS: WAT!I, MALTED RAWX HOPS
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