French industrial designer Petit Romain 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. 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.
