Imagine being able to really fill a fridge with beer. No space lost. 

Designed by Petit Romain of France, the Heineken cube concept proposes optimal storage for manufacture, transport, and ultimately consumer use. Are there economic advantages? Yes, the idea hopes to generate significant fuel economy. Does it look good? Yes, we think so. Are their problems? Sure, these babies don't appear to allow for easy drinking straight from the bottle. But, when you're working towards saving the environment, concessions must be made. [Packaging of the World]