The new St. Maarten Heineken Regatta packaging is designed to express its ‘local relevance’ based on Heineken’s key brand principles. “We are super excited to be recognized by Heineken globally to have a special front label designed for St. Maarten. I have only seen global events like the UEFA Champions League and the James Bond movies commemorated in this way” says John Leone, Commercial Director at International Liquor & Tobacco Trading NV, official distributor of Heineken beer on St. Maarten. He proudly adds, “The new design is progressive and iconic and will be clearly recognizable on the retailers’ shelf”.
Heineken® is launching a new packaging and label designed specifically for the island of St. Maarten. The new front label will be found on its iconic 25cl green bottle and commemorates their long standing involvement with St. Maarten’s biggest sailing and music event, the St. Maarten Heineken Regatta. The modern and progressive design features the event’s new logo which was launched in 2015. By the end of January, almost every refreshing bottle of Heineken® beer consumed on the island will be the new special edition St. Maarten Heineken Regatta bottle.
The new bottle design includes two immediately obvious features: the prominence of the St. Maarten Heineken Regatta sail logo and the bold letters of “ST. MAARTEN”. The outer packaging is a handy 12-pack carton, featuring the St. Maarten Heineken Regatta grid artwork and features local and international sailors and musicians enjoying the 2016 edition.
To accompany the special edition bottles, International Liquors has also produced a special beer coaster to present the perfect serve for your ice-cold Heineken.
“Packaging design is a vital element of a brand’s overall experience. Design generally is crucial for most products as it creates appeal for consumers. I believe that design is the premiumness of this era,” says Mark van Itersen, Heineken® Global Design & Concept Manager. “When it comes to packaging, the design is the most tangible point of contact between a brand and consumers – they can literally feel it. We are quite proud of this new bottle label design, created together with the international Heineken brand team and the St. Maarten regional team.”
An appreciation of design has always run through HEINEKEN. “Our founder, Gerard Adriaan Heineken, chose to use a green bottle rather than the more typical brown one, commonly used before 1900. That’s a century-old example of brand design within HEINEKEN,” says Mark.
Sticking to their winning formula, the new St. Maarten Heineken Regatta bottle will contain Premium Heineken Pilsener beer, from Heineken’s brewery in the Netherlands.
The special edition St. Maarten Heineken Regatta bottle will be launched across all outlets (bars, restaurants, supermarkets etc.) on the entire island, starting the end of January 2016. Quantities of the special St. Maarten packaging are limited, so pick up this collector’s item while supplies last!