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United Breweries to manufacture Heineken beer in India

United Breweries to manufacture Heineken beer in India
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First Published: Tue, Sep 13 2011. 07 12 PM IST
Updated: Tue, Sep 13 2011. 07 12 PM IST
Mumbai: United Breweries Ltd (UBL) , owned-by billionaire Vijay Mallya, said on Tuesday it will manufacture global beer brand Heineken in India and increase its distribution in the country.
United Breweries plans to manufacture the premium beer from its Taloja plant located near Mumbai.
UBL, which signed an agreement in 2009 with Netherlands-based Heineken Group for manufacture and distribution of Heineken beer in India, has already launched it in Mumbai, Bangalore and Delhi.
“Heineken is a brand image and profitability driver for the UB group not really a volume driver... In the next 18-24 months Heineken will be present in the 20 major cities in the country,” Samar Singh Sheikhawat, senior vice-president, marketing told Reuters.
“In two years from now Heinken is expected to have 5% market share of the premium mild beer industry in the markets where it is available,” he added.
Heineken had indirectly acquired a 37.5% stake in UBL following its worldwide takeover of Scottish & Newcastle (S&N) in January 2008.
Shares of United Breweries, which have fallen 22% compared to a 20% fall in the main index since the start of the year, ended 3.54% down at Rs394.1 in a weak Mumbai stock market on Tuesday.
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First Published: Tue, Sep 13 2011. 07 12 PM IST