United Breweries launches iconic Dutch beer Heineken in India

Billionaire Vijay Mallya owned United Breweries Ltd (UBL) has launched iconic global beer brand Heineken in India, locally brewed and bottled, to target the super-premium lager beer drinkers in the country.

United Breweries plans to manufacture the premium beer from its Taloja plant located near Mumbai.

Commenting on the launch, Kalyan Ganguly, president and managing director, UB, 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.''

Amsterdam-based Heineken, which holds an indirect 37.5-per cent stake in UBL through its 2008 acquisition of Scottish & Newcastle, said that it beer brand would be available in pack sizes of 650 ml and 330 ml, priced at Rs150 and Rs80 respectively in Delhi.

''We are planning to launch it in Kolkata (West Bengal), Goa, Haryana and Punjab in a phased manner,'' he said, adding that UBL expects the brand to have established a foothold in these new markets within the next 18-24 months.

The company, which has already launched Heineken in cities such as Mumbai, Bangalore and Delhi, now plans to launch it Kolkata (West Bengal), Goa, Haryana and Punjab in a phased manner.