Bangalore-based liquor maker United Breweries Ltd (UBL) has launched Heineken, a global beer brand, in India.
“Heineken is positioned as a super-premium lager beer and will target the discerning beer drinker in India,” said a press statement.
The product, which will be brewed and bottled in UBL's brewery near Mumbai, has been launched in Mumbai and Pune, and will be rolled out to the rest of the country over the next few months.
Focus
In India, Heineken will initially focus on providing the brand at premium pubs, bars, lounges, restaurants and retail outlets to drive awareness and trial, according to the press statement.
India is now the 48th country where the 138-year-old brand is locally brewed. Heineken will be packaged in imported green embossed bottles in 650 ml and 330 ml sizes.
“The Heineken bottles will feature a unique curved embossment on the neck and back and an embossed logo. The visual identity includes the iconic brand elements like the racetrack label, the Heineken type face with the smiling ‘e's and the red star — the world's most recognised beer symbol,” according to the statement.
Beer market
Mr Kalyan Ganguly, President and Managing Director, United Breweries Ltd, said in the press statement, “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.”