Mapping a global footprint: Heineken unveils limited-edition Legacy cans

Dutch brewer Heineken has launched a limited edition can design as part of a new ‘Uniting 192 Countries’ identity. The Heineken Legacy edition is available on European airlines including KLM Royal Dutch Airlines, British Airways, Air France, Transavia and Ryanair.

The cans feature the world map shaped into Heineken’s familiar red star with the aim of conveying the beer group’s guarantee of “the same great taste in all 192 countries where it is sold”. Simultaneously, Heineken is emphasising what it claims is “the widest global footprint in comparison to other beer brands”.

Heineken Global Duty Free Global Account Manager Airlines Christian Klimpke said: “Our ‘Uniting 192 countries’ campaign especially resonates in duty free. We are delighted to be offering this limited edition at 35,000ft a unique and special space that connects perfectly to the campaign core message.”

The red star encompassing 192 countries emphasises product consistency across the world.
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