Heineken® announces the launch of the “COOLERPACK,” an engineered 18-pack cardboard packaging innovation that allows consumers to chill their Heineken® by simply removing the top to their case, and adding ice.

The COOLERPACK is the newest edition to the Heineken® range of packaging configurations, bringing convenience and occasion-based purchase choice to beer drinkers everywhere. Designed to pop open the top, fill the pack with ice, and enjoy a cold Heineken, the COOLERPACK will keep consumers cool in the heat all summer long, driving incremental sales and profits for retailers who stock and display the innovative new item.

“Shoppers buy beer with occasion top of mind, and they will select the store that best fits their intended occasion[1]. We are excited to be bringing this new pack to retailers on-the-go drinking occasions and just in time for summer. With convenience top-of-mind, most consumers shop on their way to an occasion, with two-thirds indicating they will drink within the hour[2]. Heineken wants to be the brand that facilitates this consumer need. Moreover, large pack sizes (12+) represent most of celebration and casual gathering occasion volume, and most purchases come from the cooler, underscoring the importance of maintaining temperature.”
– Ray Faust, Chief Sales Officer at Heineken USA

The New Heineken Coolerpack

The New Heineken Coolerpack

Impactful Heineken POS to enhance display presence in high traffic areas of the store will drive awareness and trail of the innovative COOLERPACK. Retailers can look to maximize volume and profit and drive basket ring by cross-merchandising with ice for convenience shopping.

“The Heineken beer buyer spends 21% more on their trip basket than the average beer drinker, and is 23% more likely to buy ice during their shopping trip[3]. And Heineken 18-Pack bottles have momentum,” Faust added. “Dollar volume is up 5.9%, 7.6 points better versus the total beer 18-packs[4]. The COOLERPACK will build on this momentum by offering an incremental profit opportunity to the retailer and a real convenience to the consumer. It’s a win-win!”

For the latest information, visit HEINEKENUSA.com.


[1] Added Value Foundational Shopper Study 2011.
[2] Envirosell In-Store Observational Study 2012.
[3] Nielsen Panel 2016, Spectra March 2017,
[4] Nielsen FDCM+ 52 Weeks Ending 12/31/16