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Heineken’s iconic keg can received a “groovy” makeover in 2015, as the brewer sought to re-energise the brand’s shelf presence in the competitive retail market. The distinctive new “Groovy Embossed Can” featured grooved edges running around its entire body, offering consumers an enhanced tactile experience and a more stable grip on the chilled can. Although the trademark keg can had won many fans within its consumer base, Heineken recognised that the time was right to inject fresh energy into its packaging. The unique horizontally grooved can was chosen to help generate powerful on-shelf impact while continuing to evoke the spirit of the Heineken brand.HEINEKEN GETS GROOVYEUROPEAN CAN MARKET REPORT 2016 45COUNTRY REPORTS