The new Heineken bottle is 1.25 inches taller than the old bottle, with a longer, narrower neck and a thumb groove designed to improve the grip and encourage thedrinker to hold the bottle lower, thereby keeping the beer colder.
And because of the way it is served (the ice meaning all the cider does not fit into the glass at once) the bottle generally sits on the table next to thedrinker, making the brand highly visible, which Mr Breen admits "definitely helps".
"Psychologically, it's just another blow for the beer drinker, the pub and the brewery and it's just another thing that might make people at the margins think 'it's too expensive to go to the pub, I'll just buy some alcohol from the supermarket and take it home', " he added.