A new continental size 65cl bottle of Heineken Export has been launched by Whitbread. The brewer is hoping for incremental sales by making the brand more appropriate for a broader range of drinking occasions in the home, such as shared meals. Sales director Steve Kitching said: "Our research has highlighted there is a major opportunity for a high profile brand to compete with other food related beverages in this arena. "The size of the bottle means it is ideal for sharing and it will be more appealing to women. This will also help beer counter the growing challenge of wine." A number of premium lager brands are available in the big bottle format. Whitbread said this format accounted for 6% of lager packaged in glass and was growing by 33%. Sterling sales of bottled premium lager are increasing by 6%. {{DRINKS }}

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