PANAJI: In a joint venture with Denmark Heineken, United Breweries Ltd today officially launched the locally produced Dutch beer brand ‘Heineken’. Heineken, an imported drink is now brewed and bottled in Taloja, near Mumbai.

Positioned as a super-premium lager beer, Heineken will target the discerning beer drinker in India. UBL plans to market the ` 60 a bottle beer through various events such as rock and fashion shows among other events.
Although Goa is small it is an international market and Heineken caters to overseas visitors to Goa, UBL senior vice-president (Marketing) Mr Samar S Sheikhawat told reporters at the press launch.
The company introduced the beer 15 days ago in 500 outlets and claims to have achieved 55 per cent sales and is hoping for a repeat show in the next 15 days.
The market for mild beer is estimated around 220 to 230 million cases is growing at 15 per cent annually on a CAGR. Mr Samar said UB enjoys a 57 per cent share in the estimated 200 million cases domestic beer market.
The company, which sold over 100 million cases of beer in 2009-10, expects a sales growth of 30-35 per cent in the current fiscal.