Heineken launched a new site where you can create and order your own designed 6-pack. Everything is nicely designed and the user interface is easy to use so it all looks very neath.
never the less they are for sure not the first once that came up with such a concept. My company created some time ago a Site for the Belgian beer brand Vedett (a well known person translated in English) where you could upload your picture, the members would vote for it and every month the winners received their 6 pack with their image printed upon. It wasn't and isn't as nice as the Heineken site but the whole concept was there. Anyway the site looks really good and the concept is still a great.