Heineken U.S.A - new 12-ounce can - Brief Article

Modern Brewery Age, May 13, 2002

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Caption: Heineken U.S.A. has developed a new 24-ounce "keg can." The can will begin consumer distribution on September 1st. The new package is a larger version of the company's 12-ounce "Keg can," which is already in distribution. "We have a proven success story with the Heineken Keg Can," said Steve Davis, senior vice president of marketing at Heineken U.S.A. 'With the new 24-ounce keg Can, Heineken is giving consumers one more way to enjoy fall activities like cookouts and tailgating at sporting events." Davis noted that the new cans are designed to look like miniature kegs. The company plans to ask retailers to display the new keg can alongside the company's 24-ounce bottle package. "This new packaging introduction marks Heineken's entry into a rapidly growing segment." Davis said. "The 24-ounce can is the fastest-growing single-serve segment in the beer industry, and is projected to be the largest representing 39% of single-serve volume."