Heineken to adopt classier tagline

CHICAGO Heineken USA announced Thursday that it is changing its message from the whimsical “It’s all about the beer,” for a new, high-end tagline for the No. 2 imported beer. Starting next year, it’s all about “Heineken. The definitive world class beer.”

Heineken must maintain its “specialness,” said Andy Glaser, brand director-Heineken. But to be special, your brand cannot be ordinary, he noted. Rather than follow in what has become ordinary beer humor that is the staple of some Miller and Anheuser-Busch campaigns, Heineken is adopting a new positioning suggesting to consumers that beyond first class, there is world class.

A specific date for the rollout has not been set.