Lysyj also lauded 2012 as a pivotal point for Heineken USA. "Every brand moved in a positive direction. We know we still have work to do, but we have turned a corner," she added. "Building an emotional tie with our consumers is what we do well — through advertising, events, and social and engagement programs. In the refrigerator of life, we're going to stand out, and collectively, we're going to win." In line with that, company executives shared various brand highlights planned for 2013: Heineken "Star Bottle" — The brand debuted its new premium Star Bottle packaging for Heineken and Heineken Light for the first time in the United States. The brewer's first packaging change in nearly 20 years is designed to be a more modern take on the iconic green bottle and intended to reinforce the brand's upscale status and make it a more relevant choice.