Heineken's Next Generation Glass Spotlights Its Iconic Star
Heineken has unveiled its brand-new, next generation glassware rolling out now in pubs and bars across Ireland. The new glass shines a spotlight on the brand's globally recognised symbol of excellence: the iconic Heineken star. Since the 1880s, the globally recognised star has represented Heineken's promise of quality in every sense - good beer and good times. The new glass shines a spotlight on this mark of excellence with a dynamic star base shaping right the way up the glass - bringing five star quality and taste to every pint.
Ireland is the first market to see the roll out of the new glass, before it appears in pubs all over the world. The glass is already available in many trade accounts throughout the country but will soon be nationwide. The new glassware is available for both masterbrand and Heineken® 0.0, both variations designed in tandem, with this being the first full scale launch of 0.0 glassware into the Irish market. Heineken worked closely with Design Bridge and Partners based in Amsterdam, alongside global colleagues and other markets around the world on the design of the glass.
Speaking on the new glass launch Mark Noble, marketing manager at Heineken Ireland said, “The Heineken star has long been synonymous with the brand's DNA and has always been the marker of good times. It’s been nine years since our last new glass launch and there’s been so much innovation within the brand in that time, we wanted the new glass to reflect that while also paying homage to our globally recognised symbol. It’s especially exciting that Ireland is the first market globally to get our new glass in pubs and bars across the country.”
To tease the nationwide launch of its new glass, Heineken has unveiled the ‘Reach for the Star’ campaign, with its iconic brand star popping up in locations across Ireland with ‘glass’ in their names. A giant star appeared in the lawns of Glasson Lakehouse in Westmeath, murals of the star also landed at Paddy’s Pub in Terryglass, The Baltinglass Inn, Baltinglass and finally, a star was projected onto the grounds of The Tolka House, Glasnevin - prompting people to speculate the meaning behind its appearance.
From Thursday, April 24th, if passers by spot a star in the wild, they can snap a picture, show it to the barman and be among the first 150 people at each location to receive a complimentary pint of Heineken served in the new glass. To help spread the word of the new glass, Heineken teamed up with a line up of content creators including comedians Justine Stafford and Mary-Claire Fitzpatrick and podcaster Andy Cantwell. The brand is also collaborating with media partners Joe.ie and Waterford Whispers. In addition, the launch of the new Glass is supported by a heavy weight out of home & digital out of home campaign that will run across the country.
