First it was wine from a box, then beer from a plastic sphere; now the makers of Heineken seem to want to throw another curve ball at everyone with the introduction of the Heineken Cube. The Huffington Post is reporting that the beer maker is releasing pictures of its new concept beer bottle which is shaped like a box.
The million dollar question is will people feel comfortable drinking beer out of a container that is more like a orange juice container than a beer bottle?
What’s not to love about the Beer Cube? It is easily handled, stackable, and sturdier than a typical bottle. The biggest barrier to market entry is probably the fact that the beer cube looks really, really weird. Change never comes easy to an established thing. Case in point, people like Bud Light in a bottle, and people like Bud Light in a can, yet everyone I know thinks it is weird to drink Bud Light out of an aluminum can that is shaped like a bottle.
The Heineken Cube is still just a concept that has no official date for general release. It was created by French industrial designer Petit Romain with the idea that it can be better and easier to pack and travel with the cubes that with traditional six packs. While the Cube is a new concept, the idea of a square beer bottle is not a new idea to Heineken. The beer maker attempted in 1963 to help with recycling, and so the bottle could be used in construction.
Would you like to try a Heineken Cube?