Heineken Launched in India by United Breweries!

Heineken, the iconic global beer brand has been launched in India! United Breweries announced the launch of locally brewed and bottled Heineken beer from their brewery in Taloja, near Mumbai. Heineken is positioned as a super-premium lager beer that will target the discerning beer drinker in India.

Commenting on the launch, 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."

Samar Singh Sheikhawat, Senior Vice-President (Marketing), United Breweries Limited said, "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 rest of India to "Open Your World" to Heineken!"

Heineken has been launched in bespoke world class packaging, with imported green embossed bottlesand clear plastic labels, a first for any beer brand in India. The new Heineken 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 type face with the smiling "e's and the red star - the world's most recognized beer symbol. Available in pack sizes of 650 ml and 330 ml sizes, Heineken is priced at Rs. 150/- and Rs. 80/- respectively, in Delhi.

Just four ingredients go into the making of Heineken. High quality malted barley and hops imported from Europe, the all-important Heineken A-yeast, and water treated to Heineken specifications. These are all combined under the watchful eyes of Heineken brewmasters to ensure the same taste and quality that the world-renowned premium lager is famous for. The entire process has been the result of close co-ordination between the Heineken® Global Supply Chain and the UBL team.

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 & 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.