Heineken Re-launched in the UK

Heineken has turned to Rexam Glass Dongen for the production of its famous green bottles as part of a major re-launch of the brand in the UK market as a premium lager. Since ending its licensing agreement with Whitbread UK, production of the Heineken bottles has moved to the Rexam Glass plant in Dongen.

Heineken has turned to Rexam Glass Dongen for the production of its famous green bottles as part of a major re-launch of the brand in the UK market as a premium lager. Since ending its licensing agreement with Whitbread UK, production of the Heineken bottles has moved to the Rexam Glass plant in Dongen. In addition to manufacturing the 330ml long-neck beer bottles in emerald green glass, the decorative services operations at Rexam Glass apply the labelling information to the Heineken bottles. Using the ‘no-look’ label variant, Rexam Glass applies Pressure Sensitive Labels (PSL’s) which are developed on transparent film, and ultimately give the same high quality appearance as the screenprinting technique. The new look labels are part of a targeted effort to reposition the Heineken brand as a premium lager in the UK market. After production of the bottles, filling takes place in the Netherlands and the lager is then imported to the UK. Heineken was re-launched in Great Britain in January 2003 and is marketed by Heineken UK Ltd.