Click through to view the new Star Bottle from Heineken

Click through to view the new 'Star Bottle' from Heineken

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Heineken has begun the national roll-out of new packaging for its two main beer brands in the US.

The company said late yesterday (28 February) that the 'Star Bottle', which was trialled in New York state last year, will roll out across the US this month for the Heineken and Heineken Light brands. Changes to the bottle, including a taller, slimmer neck, a curved embossment and a thumb groove that encourages drinkers to hold the bottle at a lower point, have been designed to “give it a more modern air of confident masculinity”.

The revamp, which can be viewed by clicking through from the image on the right, will affect the 12oz and 22oz bottles. The secondary packaging for Heineken and Heineken Light, including the six-pack, 12-pack, 18-pack, 24-pack and Draught Keg, will also be updated.

The move will be backed by a marketing and sales plan that will feature TV, digital and OOH media support, retail and on-premise programming as well as event activation.

Earlier today, Heineken proposed the appointment of its founder's great-great grandson to its board of directors.