Heineken is elongating its familiar green bottle, hoping a more modern look will help reverse market-share declines. WSJ's Mike Esterl has more details. Photo: Bloomberg.

In the 1960s, Heineken proposed a novel idea: rectangular “World” beer bottles that could double as bricks for affordable housing. And it’s not nearly as crazy as it sounds.

Heineken is set to open the first major beer brewery in Dubai, an Islamic city known for tight regulations on alcohol sales ...

Objectives were A) to strengthen the image of the brand in the areas of progressiveness, leadership, design-mindedness, and B) to at least double the amount of top-end night outlets across the world ...