Mumbai: Country’s largest brewer by sales United breweries Ltd will brew the iconic global beer Heineken in its Taloja brewery for the Indian market. The brand has been for the first time introduced to the domestic market on Thursday, more than three years after the Dutch brewer Heineken NV acquired half the stake in the Indian beer company. Heineken is currently positioned as a super-premium lager beer that will target the premium segment of the 170 million cases.
Kalyan Ganguly, president and managing director, United Breweries, told Mint on Thursday that the local brewing of this brand is with the technology and methods shared and approved by Heineken.
“This world’s favourite super premium beer brand will appeal to affluent and sophisticated consumers in India, and 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,” he said.
Heineken has been launched in bespoke packaging, with imported green embossed bottles in 650 ml and 330 ml sizes, and with clear plastic labels, a first for any beer brand. 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 authenticity. The visual identity of the brand also include the iconic brand elements like the racetrack label, the Heineken typeface with the smiling ‘e’s and the red star, said a statement from the company which had acquired British beer maker Scottish and Newcastle Plc in a $15 billion global deal in 2008. Scottish and Newcastle was the 50% partner in United Breweries, the beer arm of Vijay Mallya lead UB Group.