UB launches Heineken beer

Heineken will appeal to affluent,sophisticated and discerning consumers in India: Ganguly

United Breweries on Thursday announced the launch of locally brewed and bottled Heineken beer from their Taloja brewery near Mumbai. Being the preferred brand of Hollywood character James Bond,Heineken is positioned as a super premium lager beer that will target the discerning beer drinker in India.

“Heineken will appeal to affluent,sophisticated and discerning consumers in India,” United Breweries President and MD Kalyan Ganguly said in a statement.

Heineken has been launched in world class packaging,with imported green embossed bottles in 650 ml and 330 ml sizes. It is also packaged in clear plastic labels,a first for any beer brand in India.

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In India,Heineken will initially focus on activating the brand at premium pubs,bars,lounges,restaurants and retail outlets to drive awareness and trial,the statement said. Heineken will also leverage the brand’s global proposition “Open Your World” across all marketing executions. Digital activation and social media also will be used to ignite conversations and connect with its consumers,the statement said.

Initially launched in Mumbai and Pune,the brand will be rolled out to the rest of the country over the next few months,the statement said.

Across the world,Heineken connects with consumers through UEFA Champions League Football and the Rugby World Cup. Heineken also partners some of the world’s most premium and high profile music festivals,such as Coachella and Ultra in the USA,Rock in Rio in Brazil,Oxegen in Ireland and the Opener Festival in Poland.