SIMPSON BAY–Heineken plans to launch new packaging of the 2018 edition St. Maarten Heineken Regatta bottles designed specifically for the island of St Maarten. The new front label will be found on its iconic 25cl green bottle and commemorates Heineken’s long-standing involvement with St. Maarten’s biggest sailing and music event.
Beginning the first week of February, almost every bottle of Heineken® beer consumed on the island will be the new 38th special edition St. Maarten Heineken Regatta bottle. The new St. Maarten Heineken Regatta packaging is designed to express its “local relevance” based on Heineken’s key brand principles.
International Liquor and Tobacco Trading N.V., official distributor of Heineken beer in St. Maarten, Commercial Director John Leone said on Monday, “We are super-excited to be recognised by Heineken globally to continue the special front labels and cases designed for St. Maarten. I have only seen global events like the UEFA Champions League and the James Bond movies commemorated in this way. The new 38th Edition Bottle will soon be in all island bars, restaurants and stores.”
The bottle design, now in its third consecutive year, 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 24-pack carton featuring the St. Maarten Heineken Regatta grid artwork and local and international sailors, musicians and dancers enjoying the past St. Maarten Heineken Regatta.
Heineken Global Design and Concept Manager Mark van Itersen said, “Packaging design is a vital element of Heineken’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.
“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 very proud of the St. Maarten bottle series, created together with the international Heineken brand team and the St. Maarten regional team.”
An appreciation of design has always run through Heineken headquarters. “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,” Itersen added.
“The new St. Maarten Heineken Regatta bottle will contain Premium Heineken Pilsener beer from Heineken’s brewery in the Netherlands. You will see the Pilsener wording on the outside of each case when you buy, so you can be sure the beer is the same Heineken brewed in Holland that you enjoy all year round,” Leone said.
The special edition St. Maarten Heineken Regatta bottle will be launched across all outlets (bars, restaurants, supermarkets, etc.) on the entire island, starting the beginning of February 2018. Quantities of the special St. Maarten packaging are limited, so pick up this collector’s item while supplies last.