Petit Romain’s Square Heineken Bottles Save Space in Your Six-Pack

by , 08/21/14

Heineken, Heineken cube, beer bottle, square beer bottle, Petit Romain, packaging design

There are those who love beer, and then there are those who obsess about it, constantly looking for ways to take both the brew and it’s delivery system to the next level. It’s probably safe to say Petit Romain is one of the latter. This French industrial designer recently conceived of a way to take beer outside the bottle. Tired of round bottles in six-packs that clink together and are difficult to stack, Romain imagined enjoying Heineken out of a square bottle instead.

Heineken, Heineken cube, beer bottle, square beer bottle, Petit Romain, packaging design

This of course isn’t the first time someone has tried to improve upon the traditional Heineken beer bottle. Back in the early 1960s, Heineken debuted a rectangular beer bottle that doubled as a glass brick. Similar to that design, the Heineken Cube concept delivers optimal storage for manufacture, transport, and ultimately consumer use.

It’s hard to argue with the fact that square beer bottles would be much easier to pack and stack, saving companies money on shipping which would hopefully translate to a reduction in both carbon emissions and price. The biggest adjustment would be figuring out how safely get the beer out of a square bottle, which lacks the benefit of a long, narrow neck for both pouring and chugging.


via Complex

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  1. Dredd Head August 21, 2014 at 4:28 pm

    The bottles design whilst they look nice would be a major issue due to not only the lower level of the filler opening as opposed to the top of the bottle but also alignment with filler heads would be a huge pain in the azz compared to round bottles.The reason bottles are round is because of the internal pressures especially during pasteurization these bottles would more than likely split under such forces or be so overly thick as to be no longer cost effective.

  2. D. Martijn Oostra August 21, 2014 at 3:04 pm
  3. Jasper Liew December 27, 2013 at 2:50 am

    I travel to Europe and has not seen these Cube bottles.Are these Heineken Cube Beer bottle being used now in France or in Germany.Or they just been produce for promotion of Heineken beer.Its a nice design to be kept as a sovernir.Can anyone please kindly advise.Thank you

  4. Rinus van den Berg September 3, 2012 at 6:45 am

    I like the concept very much. However agree with the drawbacks regarding production, wheight, pressure etc.
    As a lot of beer is nowadys packed in PET bottles, would be a more likely material?

  5. bthinker August 21, 2012 at 2:11 am

    DBear I said the same comment I believe, but less of a statement more of a inquisitively, you never know if the square mold might leave less run off. Also the freight and shipping compactness, the lack of empty air space in boxing could over time make up for the retooling and shortfalls. Don’t speak so definitely.

  6. DBear1210 August 20, 2012 at 5:04 pm

    Cost for making this bottle will use much more glass per bottle. Large cost.
    Cost for making this bottle will require major retooling of the bottle-making machine. Large capital dollars.

    Cost for Filling this bottle will cause major retooling of the bottle Filling machine. Bottle Capping machine. Case Packing machine. Large capital dollars.

    Everyone likes the end product, but we forget that bottles are made by very high speed machines. The bottles have to withstand internal pressure and external bumps and bangs. The thickness of such a bottle would be substantial.

    The cost for the beer cube will be probably four times the cost.

  7. seamusdubh August 17, 2012 at 7:53 pm

    Pouring isn’t really an issue as seen by the images.
    What the issue is social acceptance and the major retooling of the manufacturing process.

  8. VICDAD August 17, 2012 at 9:55 am


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