Designed to make its brand more cohesive, Heineken introduces a new global bottle design. The standard shortneck bottle has been replaced with a longer shape that features a unique curved embossment on the neck, as well as a vertical placement of the Heineken name. The curved embossment carries over to the back, where the logo and star icon also receive the same decorative treatment. 

The new bottle comes in five different volume sizes (down from 15 in the prior packaging) and is rolling out in Western Europe. By 2012, 170 markets will have introduced the new format. Heineken USA, however, is reportedly sticking with the former shortneck bottle to provide differentiation among domestic beers, which typically feature a longer neck.