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New packaging for Heineken’s Neumarkt: the 0.5 l bottle

Released: 28/05/2009 10:24:31
Read 5309 times

The Neumarkt beer, which entered Heineken Romania’s portfolio with the acquisition of Bere Mures, is available starting May 2009 in the 0.5 l returnable bottle, a company’s press release reads.

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Available up to present only in PET, the Neumarkt beer in a personalized green, modern and elegant bottle, is now aligned to the entire Neumarkt portfolio. The new packaging will be available both in HoReCa and retail channels.

"The launch of the Neumarkt beer in the 0.5 l returnable bottle is based on qualitative studies. They have revealed that clients consuming Neumarkt would like to enjoy their favourite beer outside the house too, to a terrace, with friends, where the bottle is the main packaging.

The bottle completes the Neumarkt PET beer packaging portfolio, keeping the brand’s traditional elements. The bottle’s launch marks Neumarkt’s entrance on a new segment, HoReCa, “Marius Melesteu, Marketing Director Heineken Romania said. The new packaging overall design was developed by Pichler & Gattringer, having as starting point the current label’s design.

"The company will maintain its commitment taken 11 years ago, of producing an exceptional quality beer. Launched initially as a regional beer, Neumarkt won in a very short time consumers’ appreciation at national level, due to its special taste”, added Ciprian Botea, Manufacturing Department Director within the Targu Mures brewery.

Launched in 1998, Neumarkt was the first beer brand to introduce the PET packaging in Romania; at the end of 2008 this packaging represented 44.5% of the entire beer market, according to Nielsen. Today, the Neumarkt beer is available in 0.5 l returnable bottle, 2 L 1L, 0,5 L PET.

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