Heineken pares SKUs
December 8, 2010
Dutch brewer Heineken is reducing the variety among its bottle sizes to increase the efficiency of its packaging lines and supply chain, the company announced Dec. 1. Heineken will pare bottle sizes from 15 to five, and will replace its long- and short-neck single-serve bottles with a new “iconic” design, which will come in both a plain version and one that features embossing on the neck and back. Other features include refinements to the Heineken logo, “tactile ink” composed of raised dots, and indents for improved ergonomics. The changes will be available in Western Europe at the beginning of 2011 and across the rest of the world by 2012.