Friday, April 12, 2013
UB PROMOS FOR HEINEKEN BEER
United Breweries Ltd (UBL) is
focussing on various areas like sports, music and food events to promote
various beer brands, including Heineken beer, which was launched in
India three years ago. The Bangalore-based firm, which sponsors six IPL
teams, is also looking at various other sports like football and rugby
for promoting its beer brands. "...Given the growing fan following that
European football now enjoys in India, we decided to leverage our
global partnership in India for the first time this year with a multi
pronged activation program," UBL Senior Vice-President Marketing Samar
Singh Sheikhawat told reporters here. Internationally, Heineken has
been associated with the UEFA Champions League for seven years now. UBL
had launched India-brewed Heineken from its brewery in Taloja, near
Mumbai, in August 2011. "We expect the campaign to make the brand
(Heineken) more salient and desirable among the young Indian consumers
by leveraging a sport that they are increasingly relating to
favourably," he added. The company, which spends around 16 per cent of
its total annual marketing spend on IPL, is also looking to leverage
other sports like rugby and James Bond movies for brand promotion.
"Sports, music, fashion and food remain our most important areas for
brand promotion...we have been associated with James Bond movies and in
future also whenever there is a release, we would like to leverage it
for brand salience," Sheikhawat said. When asked about the response
Heineken has been receiving in the country, Sheikhawat said: "We doubled
our sales in 2012-13 as compared to 2011-12...its the fastest growing
brand in our portfolio." He added that both Kingfisher and Heineken
brands were doing well in the Indian market. "It's our stated strategy
to dominate both mild and strong beer at every price point in every
market," Sheikhawat said. The Bangalore-based firm today announced the
winner of its "HeinekenSocial Reporter', who will fly to London for the
finals of this year's UEFA Champions League.
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