Heineken, a well-known international premium beer producer, has launched new embossed bottle and tactile can packaging in markets worldwide, including Vietnam. The Weekly talked to Roland Pirmez, chief executive officer of Asia Pacific Breweries Ltd., about the latest packaging launch. Excerpts:
Q: What made Heineken decide to change the packaging design? What is the difference between the new and old ones?
A: Every manufacturer of leading brands in the market changes or updates its product packaging to keep its brand image fresh and appealing to its customers. Similarly, Heineken’s objective for the launch of the new embossed bottle and tactile can innovations is to excite its supporters and consumers all over the country.
This launch is part of a global rollout in which the new Heineken iconic bottle and tactile can packaging will be instantly recognizable and appreciated in more than 170 markets worldwide. The new Heineken bottle reinforces the brand’s visual identity with a longer neck, unique embossed curves and logo, clear see-through pressure sensitive labels on the front, neck and back and an attractive new bottle cap. The distinctively embossed Heineken mark on the bottles is a clear stamp of top quality and authenticity.
The innovative tactile can uses an exclusive tactile ink technology, which creates a series of small raised dots on the surface of the can. The tactile cans are exclusively used only in Vietnam and accompanied by a completely new carton design. Overall, the new contemporary designs make the Heineken brand looks even more premium, inspiring and attractive as well as a delight to touch and hold, which enhances the premium-ness while offering Heineken consumers great enjoyment.
How long did you prepare for the change, and when will beer-lovers see the new packages?
We launched our new innovative packaging in Vietnam during Heineken’s 140th anniversary celebrations. This special occasion gave us the impetus to continue to lead the category with more innovation to engage our consumers. In fact, Vietnam is one of the first countries in the world to launch the new design.
We have carefully planned the roll-out of the new packaging for many months because of the sophisticated technology involved. Like all new packaging launches, there may be a brief transition period of about 1-2 months in which both the old and new packaging bottles and cans co-exist while the market depletes the old packaging.
Economic difficulties have challenged every sector, but the beverage industry still posted positive growth last year. How is your business performance, and how is Vietnam market compared with others?
We are a listed company, so I cannot give you specific number about growth, but in comparison with other markets, Vietnam has been doing very well, and we have enjoyed very strong growth. Vietnam is an important market for Heineken in the world. That is why we constantly make sure that we introduce the latest innovations and world-class brand experiences to fulfill the consumer’s needs and expectations. Our brand has been brewed in Vietnam for the past 20 years and we are honored to have the support of the consumers and our business partners. Vietnam is a very competitive market with many different beer brands. Needless to say, the beverage competition in Vietnam is very strong, but Heineken is one of the top international premium brands recognized by worldwide consumers and is enjoyed and loved by millions of Vietnamese consumers for decades. Therefore, the one who can answer the best about the perceived quality of Heineken is the Vietnamese consumer.
You claim product quality consistency all over the world, and the new package is applied in 170 markets worldwide. But how can you achieve the consistency given different ingredients, say water, from place to place?
It is a good question. The water supply sources are different among countries. However, thanks to the unique multi-million-dollar and ultra-modern water treatment plant and purification system installed at all Heineken breweries in the world, the water finally used in beer production in Vietnam, Holland, France or any other country will be exactly the same.
There is no difference in the quality of all Heineken produced in more than 100 breweries worldwide and consumed in more than 170 countries worldwide. The formula is the same and are strictly followed whether in Vietnam or in Europe. Every bottle or can is brewed with the finest ingredients sourced from Europe and the brewing process follows the quality management standards applied to all our breweries all over the world.
