United Breweries launches Heineken beer

13 Sep,2011

After much speculation on its launch, United Breweries has finally launched locally brewed and bottled Heineken beer from their brewery in Taloja, near Mumbai. The locally brewed Heineken is positioned as a super-premium lager beer that will target the discerning beer drinker in India. Kingfisher from UB’s stable is the most popular among beer brands in India and the company leads the Indian beer market in terms of volume sales followed by SabMiller India Ltd.

Commenting on the launch, Mr Kalyan Ganguly, President & Managing Director, United Breweries Limited said, Heineken, the world’s favourite super premium beer brand will appeal to affluent, sophisticated and discerning consumers in India. We will leverage our deep understanding of the Indian beer market, and complement that with robust marketing programmes and the strength of our nationwide distribution network, to bring to Indian consumers this truly iconic global beer brand. This is a significant and exciting consumer experience that United Breweries has brought to India.

Heineken is looking at gaining a market share of 5 percent in its category; considering that the market for beer has been growing by 15-20 percent in India, the figure set by Heineken seems achievable.

Mr Samar Singh Sheikhawat, Senior Vice-President (Marketing), United Breweries Limited, added, The taste and quality of Heineken brewed and bottled out of India is true to the original time-honoured recipe handed down the generations. The brand has been well received in Mumbai and Pune and we now invite the rest of India to Open Your World to Heineken!

Heineken has been launched in world-class packaging, with imported green embossed bottles and clear plastic labels, a first for any beer brand in India. The bottles feature a unique curved embossment on the neck and back, with a distinctive embossed logo mark which acts as a stamp of quality and authenticity. The visual identity includes the iconic brand elements like the racetrack label, the Heineken typeface with the smiling es and the red star. Available in pack sizes of 650 ml and 330 ml sizes, Heineken is priced at Rs 150 and Rs 80 respectively, in Delhi.

Across the world, Heineken connects with consumers through marketing activation campaigns based on its global sport, music and film platforms. These include the 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 Open’er Festival in Poland. The brand has also been James Bond’s preferred beer for some time now.

In India, Heineken will initially focus on activating the brand at premium pubs, bars, lounges, restaurants and retail outlets to drive awareness and trial, and will leverage the brand’s global proposition, Open Your World across all marketing executions. Digital Activation and Social Media in particular, will be used extensively to ignite conversations and connect with its consumers. Wieden + Kennedy (W+K), the agency handling creative duties for Heineken globally also handles the mandate in India and Mindshare does the media duties.

 

 

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