A month after the initial launch in Mumbai and Pune, India’s largest brewer - United Breweries, has rolled out Heineken, the global beer brand across India. Heineken is positioned as a super-premium lager beer that will target the discerning beer drinker in India.
The introduction of Heineken in India has happened almost three years after the Dutch company Heineken picked up 37.5 per cent stake in Bangalore-based United Breweries as part of a global deal.
Kalyan Ganguly, President & Managing Director, United Breweries Limited said: “We will leverage our understanding of the Indian beer market, and complement that with 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 will be brewed and bottled at UB’s brewery in Taloja, near Mumbai.
Heineken comes in bespoke packaging, with imported green embossed bottles in 650 ml and 330 ml sizes priced at Rs 150 and Rs 90 in Bangalore and clear plastic labels. 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. 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.
Across the world, Heineken connects with consumers through marketing activation campaigns based on its global sports, music and film platforms. These include the UEFA Champions League Football and the Rugby World Cup. 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.
