Heineken pops a new bottle with Ferry Corsten
BY OLIVIA LEE
When even James Bond is swapping out his shaken-not-stirred martini in a controversial shift to Heineken—bottle, not draught, as we'll see when Daniel Craig returns in Skyfall this November—you know that the Dutch have finally sunk their hooks into the Brits, and the rest of the world.
At a recent club party at KL Live, headlined by Rotterdam's trance superstar Ferry Corsten and our own techno double-act DJ Blink and XU from LapSap, the beer-makers revealed the tweaks to their famous green bottle—a new cap that says quality, a longer neck for a slimmer shape, a thumb groove for better grip so the beer stays cold longer, an embossed logo so there's no mistaking it, and a transparent label so you can see how much brew you've had.
"We know our drinkers notice small details, which is why Heineken Global dedicated so much time to this design update," said Guinness Anchor marketing director Yap Swee Leng in a statement.
"The restyling took more than two years … Every element has been carefully considered to ensure our drinkers feel a subtle but significant difference."
Opening the event celebrating Heineken's global rollout of their new bottle was LapSap, which celebrated their fifth anniversary last month. They worked up the 2,000-plus crowd for a solid two hours before Corsten came on the decks.
Cheering for his hits—Made Of Love featuring Betsie Larkin and the banging dancefloor anthem Feel It—was easy for the Heineken-fuelled punters to immerse themselves into the music for the next two hours.
There were also laser projections ricocheting across the packed room, LED visuals that synced to the tunes, dancing girls glued with glow sticks on podiums and spectacular pyrotechnics, all guaranteed to make even Her Majesty's best Secret Agent forget his cocktail roots.
Published: 25th July 2012