The brand says beer drinkers increasingly choose cans over bottles.
Heineken is introducing a bolder can design for better brand recognition.
With can volume growing at an average of 11% over the past two years, cans are driving growth in the category and is a package option Heineken is excited to invest in.
The newly redesigned cans and new point of sale (POS) materials featuring the update will hit stores in May.
“We’re leveraging our equity with a bigger, bolder brand name wrapped around the lower half of the can and reinforcing our immediately-recognizable red star in the most prominent position,” said Lorenda Alward, Heineken USA brand manager. “More and more beer drinkers prefer cans to bottles, and we’re stamping a more visual, impactful identity on our cans to stake out claim to this growing set. Heineken drinkers are proud of what they drink, and this new can design makes a statement, both in hand and in the on-prem.”
Heineken USA Inc. is a subsidiary of Heineken International NV. Key brands imported into the U.S. are Heineken, Dos Equis, Tecate and Strongbow Hard Apple Ciders.