Heineken debuts new star packaging Down Under

Heineken has unveiled a new contemporary packaging design across Australia as new global rebranding campaign by the Dutch brewer.

The new packaging, for all consumer six packs and 24 packs of its beers, is being rolled out in Australia during June following its original debut recently in New Zealand.

Developed in-house by the company's Amsterdam design team, the new packaging puts the emphasis on the company's iconic red star, which is based on a traditional medieval brewers symbol.

The star is contrasted against the trademark green colour.

“Our packaging design has evolved to provide a premium eye-catching product to ensure Heineken stands out amongst a competitive market,” said Nada Steel, marketing manager at Heineken Lion Australia.

“The average shopper is spending 30 seconds in the cool room. With Heineken’s new packaging design instantly standing out, we hope to deliver superior basket size and increased margin for our retailers.”

She said the new packaging would help protect the brand's status as one of Australia's and the world's most popular beers. According to TNS Tracking, Heineken ranks as the sixth most popular beer brand in Australia, and Lion's own research indicates it's regularly purchased by up to a quarter of Australian male beer drinkers.