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Tag: Heineken

  • F1 and Heineken shift gears with turbocharged partnership

    F1 and Heineken shift gears with turbocharged partnership

    MUMBAI: When beer meets the roar of engines, magic happens. Formula 1 and Heineken have renewed and expanded their global partnership, continuing a nearly decade-long collaboration that’s been as smooth as a perfectly poured pint.

    First teaming up in 2016, the partnership has delivered unforgettable fan moments both on and off the track, from high-octane hospitality experiences to Heineken’s signature pop-up bars. Now, the new multi-year deal takes the alliance into overdrive with fresh activations, bold fan engagement, and a unique twist for motorsport lovers.

    The F1 fan zone, now presented by Heineken 0.0, will bring immersive experiences to race weekends, alongside vivid branding and innovative in-person installations. The brewer will also enjoy naming rights for three Grands Prix each season.

    Adding an extra shot of excitement, Heineken has launched the ‘Star Fans’ campaign, celebrating the most passionate F1 supporters through exclusive online content, competitions, and awards. But the real showstopper is the world’s first F1 season ticket, a carbon fibre-crafted pass that grants one lucky fan and a friend access to every race on the calendar, complete with travel and accommodation.

    Formula 1 president and CEO Stefano Domenicali hailed the partnership, saying, “Heineken has stood alongside Formula 1 for nearly a decade with a shared passion for delivering an unrivalled spectacle. Together, we’ll continue to push boundaries and bring fans closer to the action.”

    Echoing the excitement, Heineken CEO and chairman Dolf van den Brink added, “This partnership is about more than sponsorship. It’s about connecting fans, creating experiences, and celebrating the incredible energy of F1 – all with a cold Heineken 0.0 in hand.”

    As the two global powerhouses toast to their next chapter, one thing’s clear, this partnership is still firmly on pole position.

     

  • Heineken 0.0 fuels India’s Formula 1 fan rush

    Heineken 0.0 fuels India’s Formula 1 fan rush

    MUMBAI: Talk about putting the pedal to the metal. Heineken 0.0 and Fancode are shifting Indian Formula 1 fandom into top gear with a new partnership designed to bring race-day thrills closer to home.

    The showstopper is The Ultimate F1 Fan Park at UB City Amphitheatre in Bengaluru, where the Singapore Grand Prix will be screened live on 5 October. Expect cheering crowds, roaring engines on the big screen and a festival-style buzz right in the city centre.

    India is no pit stop when it comes to Formula 1 passion. According to Nielsen NFI, the country now boasts nearly 79 million fans, a 41 per cent surge since 2019, making it one of the sport’s fastest-growing markets. Heineken, with its global F1 legacy, is seizing the moment to fuel that growth.

    Beyond Bengaluru, more than 200 curated screenings will light up pubs and sports bars across Mumbai, Pune, Goa, Kolkata, Hyderabad and Bengaluru. Adding extra horsepower, actors Siddhant Chaturvedi, comedian Rohan Joshi and creator Rizwan Bachav will rev up the digital experience with exclusive content around the Singapore Grand Prix.

    Fancode, the official F1 broadcaster in India, will also put fans in the driver’s seat with live race coverage, behind-the-scenes stories and digital exclusives.

    “Heineken 0.0 has always stood for innovation and responsible enjoyment. With F1’s popularity soaring in India, we’re excited to create inclusive fan experiences that make the sport part of everyday culture,” said Heineken Company chief corporate affairs officer Joanna Price.

    For United Breweries, Heineken’s India partner, the move is about more than just screenings. “Formula 1 gives us the perfect stage to bring fans together and shape a culture of community, passion and responsibility,” said chief marketing officer Vikram Bahl.

    Fancode co-founder Yannick Colaco summed it up, “F1 has grown from a niche to one of the fastest-rising fan cultures in India. Fan parks like this strengthen that community spirit.”

    With engines revving and fans rallying, it seems India’s love affair with Formula 1 is only just leaving the starting grid.

  • United Breweries brings back Bengal’s iconic Kalyani black label strong

    United Breweries brings back Bengal’s iconic Kalyani black label strong

    MUMBAI: Pour decisions just got easier in Bengal. United Breweries Limited (UBL), part of the Heineken group, has relaunched the iconic Kalyani black label strong in West Bengal, reviving a brand that has been part of the state’s cultural fabric for generations.

    First brewed on the banks of the river Kalyani, the strong-tasting beer has long been a favourite across eastern India, often remembered as the first sip of beer for many. With its bold flavour and loyal following, the relaunch aims to blend nostalgia with novelty, reconnecting with long-time fans while enticing a new wave of drinkers.

    Available at just Rs 140 for a 650ml bottle, the pricing makes it as accessible as it is iconic. United Breweries, CMO, Vikram Bahl explained, “Kalyani black label strong is deeply rooted in Bengal’s beer culture. By relaunching it at an attractive price point, we celebrate its legacy while inviting a new generation to enjoy it.”

    The brand is positioned to reinvigorate the strong beer segment in West Bengal, standing shoulder to shoulder with UBL’s wider portfolio, which includes Kingfisher, Heineken, and Amstel.

    With its return, Kalyani black label strong isn’t just a beer on the shelf, it is a toast to heritage, taste, and Bengal’s enduring love for a bold brew.

     

  • Stefi Dsouza hops over to United Breweries as media lead

    Stefi Dsouza hops over to United Breweries as media lead

    MUMBAI: Stefi Dsouza has traded one beer giant for another, leaving AB InBev to become media lead at United Breweries Ltd, the Indian arm of Dutch brewing behemoth Heineken. The move caps a career that has seen the media planning specialist work her way through some of advertising’s most prestigious agencies before landing client-side roles at major corporates.

    Dsouza’s appointment comes after two years as senior media manager at AB InBev, where she helped the world’s largest brewer navigate India’s increasingly competitive beer market. Her move  to United Breweries—Heineken’s local operation—represents a significant coup for the Dutch company as it battles for market share against rivals including AB InBev and Carlsberg.

    The media planning veteran brings 12 years of experience spanning both agency and corporate roles. Her CV reads like a who’s who of Indian advertising, with stints at Mindshare, OMD India, MediaCom and MediaVest before making the leap to the client side in 2020.

    At Volkswagen India, where she served as media manager and later senior media manager, Dsouza helped the German carmaker navigate the choppy waters of India’s automotive market. She then moved to Tata Passenger Electric Mobility Ltd for a year-long stint before joining AB InBev in 2023.

    Her agency background includes a director-level role at Mindshare and a group head position at OMD India, suggesting she knows how to handle large-scale media campaigns. The Cannes Young Lions India shortlist recipient and Social Samosa award winner has built a reputation as what she calls an “Excel nerd”—no small compliment in the data-driven world of modern media planning.

    The appointment signals United Breweries’ commitment to strengthening its media capabilities as competition intensifies in India’s beer market. The company, which owns brands including Kingfisher, has been battling for market leadership against AB InBev’s portfolio of premium international brands.

    Dsouza’s move also highlights the increasing importance of media planning expertise in India’s consumer goods sector. With digital advertising spend continuing to surge and traditional media becoming more fragmented, companies are placing greater emphasis on hiring specialists who can navigate the complex media landscape.

    Her tagline—”bringing brands live on media, one campaign at a time”—suggests United Breweries can expect an integrated approach that combines traditional and digital channels. Given her track record across automotive, electric mobility and brewing sectors, Dsouza appears well-equipped to handle the diverse challenges of marketing alcoholic beverages in India’s highly regulated environment.

    The hiring represents a small but significant shift in the ongoing talent war between India’s major consumer brands, as companies increasingly poach senior executives from direct competitors rather than relying solely on agency talent pipelines

  • United Breweries launches Amstel Grande in Uttar Pradesh

    United Breweries launches Amstel Grande in Uttar Pradesh

    MUMBAI: India’s brewing behemoth United Breweries Limited (UBL) has finally popped the cap on its premium beer Amstel Grande in Uttar Pradesh, giving the state’s tipplers a taste of Dutch brewing prowess. The Heineken-owned company is betting its bottom rupee that UP’s increasingly sophisticated beer swiggers are ready to part with extra cash for a more refined gulp.

    Amstel Grande, which has already wet whistles in Maharashtra and West Bengal, is being flogged as a slow-brewed revelation. The company rather grandly claims its “secret ingredient” is time—allowing the beer to marinate longer before hitting parched throats

    “After receiving an overwhelming response in Maharashtra and West Bengal, we are excited to bring Amstel Grande to Uttar Pradesh,” said  UBL chief marketing officer Vikram Bahl. “Uttar Pradesh is a vibrant market with a growing demand for premium beverages and we are confident that Amstel Grande will quickly become the go-to choice for those seeking unmatched quality and craftsmanship. This launch further strengthens our commitment to delivering world-class quality.”

    The Dutch beer, born of two mates’ boozy dreams in Amsterdam circa 1870, now finds itself competing in the crowded Indian hooch market. The Heineken-owned brand has cleverly pitched its local brewing operation as “globally inspired, locally brewed”—a neat trick that saves on shipping costs while maintaining the exotic foreign cachet.

    For the privilege of quaffing this premium amber nectar, UP’s beer connoisseurs will have to shell out Rs 110 for a 330ml bottle, Rs 160 for 500ml, and  Rs 210 for the full 650ml experience. The price reflects what the company insists is a sugar-free formulation using “the finest quality barley” and “carefully selected hops.”

    The packaging, dripping with illustrations of Amsterdam’s canals and buildings, ensures drinkers can feel smugly continental while getting sozzled in Lucknow. The brew’s philosophy of being “brewed for bonding” suggests that friendship itself might be impossible without the lubricating effects of a premium lager—a bold claim, but one that countless pub-goers have tested thoroughly over the centuries.

    As summer scorchers loom, UBL will be hoping that Amstel Grande flows freely through India’s most populous state. For a beer that boasts about taking its time, its success or failure should become apparent rather quickly.

  • Weekend Unwind with: BBH ECD Priya Gurnani

    Weekend Unwind with: BBH ECD Priya Gurnani

    Mumbai: With another weekend upon us, it is time to unwind with the latest Q&A edition of Indiantelevision.com’s Weekend Unwind — a series of informal chats that peek into the minds of corporate executives through a fun lens in an attempt to get to know the person behind the title a little better.

    In this week’s session, BBH India’s recently elevated executive creative director Priya Gurnani poured out her thoughts.

    With over 15 years of experience, Gurnani specialises in building creative communication that is at the intersection of brands, culture, and consumer behavior. In the past, she has worked with Ogilvy, Leo Burnett, McCann Worldwide, and Contract Advertising.

    In her advertising career, Gurnani has created culture-defining work for brands like Stayfree, Yatra.com, Heineken, Kingfisher Ultra, Amstel, and Zee5. Most recently, she conceptualised and wrote the lyrics to a rap song for Zing’s “Apni Vibe Apni Tribe” campaign. In 2009, she was amongst the winners of the Cannes Young Lions.

    So, without further ado, here it goes…

    ·         Your mantra for life

    To have fun while pursuing my dreams. Because if you aren’t enjoying what you are doing, you are just wasting your precious time.

    ·         A book you are currently reading / plan to read

    I love to read new perspectives on humankind and human psychology. Currently reading “Homo Deus” by Yuval Noah Harari.

    ·         Your fitness mantra, especially during the pandemic

    Strong believer of “Yoga se hi hoga.” Post-covid I had a really tough time coming to a complete recovery. Yoga is what healed me and kept me going through the difficult health issues.

    ·         Your comfort food

    Anything that my mum cooks.

    ·         When the chips are down a quote/philosophy that keeps you going

    In an actors’ round table, Tom Hanks mentioned how he always reminds himself, “This too shall pass.” This phrase, he said, is particularly important when you are at the peak of success, as it helps keep you grounded. I keep these words close by in good times and bad.

    ·         Your guilty pleasure

    Watching mindless reality TV, especially “The Real Housewives of Beverly Hills.”

    ·         When was the last time you tried something new?

    Last week. I love experimenting with food. Bought these Chinese glass noodles to try.

    ·         A life lesson you learnt the hard way

    I am not that important in the bigger scheme of things, and the world doesn’t revolve around me.

    ·         What gets you excited about life?

    Travelling to different countries and experiencing new cultures and cuisines really fills my happiness cup.

    ·         What’s on top of your bucket list?

    Travel to New York and watch Broadway.

    ·         If you could give one piece of advice to your younger self, what would it be?

    Why so serious? Live a little.

    ·         One thing you would most like to change about the world

    I propose “Free movement for all.” I want a world without borders, or passports, to be precise. A world where there are no immigrants and refugees, just people migrating at will like birds.

     ·         An activity that keeps you motivated / charged during tough times

    Painting has seen me through my highs and lows. I am no M. F. Hussain, but expressing my artistic self without judgement and freely is very liberating.

     ·         What lifts your spirits when life gets you down?

    It changes from time to time. Sometimes it’s cooking, sometimes taking a dance class, at times listening to Badshah’s songs, and sometimes just chit-chatting with a friend about a show we both watch.

    ·         Your go-to stress buster

    I can always bank on a good workout to bust that stress.

  • Heineken’s challenge of advertising a product like beer

    Heineken’s challenge of advertising a product like beer

    MUMBAI: Most brands can easily take up any form of promotion when it comes to advertising themselves. But some brands have the hard task of not being allowed to advertise at all. What does one do then? That is exactly what Heineken global director of integrated marketing communication Anuraag Trikha spoke about on day one of Zee Melt – ‘Beer marketing in the digital world’.

    Trisha kicked off the session by pointing out the dilemma that global beer brands face, which is, to make sense of digital in selling something that you can buy at every corner of the country – beer. He noted that it is an interesting dilemma as the world is not 100 per cent digital or 100 per cent traditional and is rather a mix of both and that’s why it is complicated.

    He defined his dilemma in terms of scale and relevance. “Digital is nothing but relevance because relevance is in your hands, it’s the phone you carry. What’s digital to me is how relevant are you on digital. And then comes the middle ground which is a mix of scale and relevance,” he said.

    He also went on to say that he really admires music company Spotify and would quit his job at Heineken for Spotify if they offer him a job. That is solely because the music company really understands how to take big data (scale) and make it super relevant for consumers in their playlist, and that is the future of marketing where you can do relevance with scale.

    He also mentioned that brands should not dismiss the power of idea, emotion and knowing their consumer while they do all their “cool” stuff and should instead balance both sides. No matter what they do, consumers should be at the heart of everything. He then went on to showcase Heineken’s case study for UEFA champions league where its major challenge was to connect with consumers who were not watching football at all or watch football at home.

    Heineken’s mission for 2017 UEFA league was to inspire consumers to watch the league with friends and a few Heinekens. The problem is that 72 per cent consumers usually watch the match at home alone which is a big disadvantage for the brand as it dwells on being a social drink. Also, 64 per cent of Champions League matches is usually watched outside Europe which means people are watching the match in different time zones and they may not be in a mood to have a glass of beer at 4 am in the morning or at 3 pm in the afternoon.

    Marketers around the world across all genres have to consider these variables to become the most distinctive brand, according to Trikha.

    To change the scenario of drinking beer culture in Europe, Heineken got on board football coach Jose Mourinho, this time not to prep talk the footballers but rather the fans of the game.

    Although 50 per cent of Heineken’s ad spend is on television, digital is extremely important for the company as it allows to connect with the audience on a one-to-one basis. It looks at every social asset and wants to leverage social, digital and all available mediums to talk to the consumer and will increase the adverting spends considerably. He also mentioned that the brand will never report to surrogate advertising and would rather prefer not adverting at all in media dark areas than going surrogate.

  • Heineken collaborates with Sony Music for a first of its kind VINYL POP-UP

    Heineken collaborates with Sony Music for a first of its kind VINYL POP-UP

    Mumbai: The sheer simplicity of playing a Vinyl and enjoying the rich, warm sounds that follow make Vinyl music listening experience personal and extraordinary. Recognising that it’s the only physical format of music that has consistently seen a rise in demand, global music giant, Sony Music offers you an opportunity to start or add to your collection on this International Record Store Day (Saturday April 21) with a one-day Vinyl Pop Up at The Quarter – Royal Opera House Mumbai. Collaborating with Sony Music, is leading beverage brand Heineken.

    “We are super excited to be associated with such a unique event. Live Your Music with Vinyl Pop Up as it will be a day well spent amidst the best experience” – Prashant Patwardhan, GM Marketing Heineken

    With over 2000 + imports of limited edition Vinyls and exclusive Record Store Day Releases, the Vinyl Pop Up is a must go!

    Collectors will be seen rummaging through crates of the best-known, rare and wide offering.  From classics like Led Zeppelin, Pink Floyd, David Bowie, Miles Davis, Pearl Jam, Eagles, The Doors, Santana, Michael Jackson, Bob Dylan, Boney M, A. R. Rahman to the modern day Coldplay, Ed Sheeran and many more! The range includes iconic box sets in limited numbers and autographed Vinyls. Audiophiles can also spend their day at the BYOV Session (Bring your Own Vinyl), a DJ Scratching Workshop, Vinyl Listening Sessions, Curated Wine & Dine Experience and vinyl-only sets by DJ Uri and DJ Skip!

    Says Shridhar Subramaniam, President India and Middle East – Sony Music, “The renewed interest in Vinyls is very encouraging as Vinyl Collectors and owners are music buffs and lifelong fans of artists and music. We are seeing increased interest in India and with The Vinyl Pop Up we are giving the music lovers of Mumbai a rare chance to go through a first of its kind experience. The range is massive with some rare collectibles thrown in. Our plan it to roll out this initiative a city at a time and we are hoping that young fans discover the charm of listening to Vinyls and building a collection.”

  • Decoding Heineken’s Spectre campaign

    Decoding Heineken’s Spectre campaign

    While the cine world is abuzz about the recently released offering from the Bond franchise, Spectre, James Bond aka actor Daniel Craig’s flashy appearance in Heineken’s new TV commercial ‘The Chase’ has also grabbed many eyeballs. The TVC is part of the beer brand’s integrated global campaign for Spectre which released on November 20 in India, making Heineken the only Spectre partner with a TVC featuring Craig.

    Created and conceptualized by Wieden+Kennedy Amsterdam, the TVC sees Daniel Craig as James Bond being chased by goons. Bond leads The Chase by jumping into a speedboat and accidentally makes a water skier tied to it a part of the action. Through several dangerous and comic situations, the ad shows how the ski girl Zara saves Bond.

    The TVC is but the tip of the iceberg when it comes to the grand promotion activities the beer brand has done with the film. “We have used television, in-cinema and digital for our campaign, and of course there is point-of-sale, which is a driver for our category (BTL),” informs UBL’s Marketing Senior Vice President Samar Singh Sheikhawat.

    Interestingly, Heineken went with for digital first approach with the new TVC. Explaining the strategy, Sheikhawat told Indiantelevision.com, “We chose to release the TVC on Facebook first due to its powerful reach and because of Facebook’s massive network and its recent strategic additions to its video platform. No other video platform has the advanced targeting capabilities like Facebook does. Through gathered data from over 144 crore active users, marketers can efficiently reach their target audience. With the help of Facebook’s targeting capabilities, the video has been carefully placed in front of the eyes of viewers that the matter most to Heineken. This release has been followed by with the launch of our TV campaign. “

    To further heighten anticipation ahead of the movie’s release this autumn, fans were given access to special edition Heineken® Spectre bottles and cans that were launched in India for the first time. In order to unlock exclusive content from the movie, fans need to visit www.heineken.com/bond, and scan the Heineken® label on the special-edition packs. The exclusive content features Daniel Craig, plus behind the scenes footages from five of the movie’s dramatic locations – Mexico City, Rome, London, Austria and Morocco. The campaign in India also included purchase-linked promotions where fans could win exclusive Spectremerchandise.

    Spectre isn’t the brand’s first collaboration with the Bond franchise. The association between James Bond and Heineken go way back to 1997. “James Bond is one of the most iconic characters in cinematic history and Heineken® is proud to have played a part in the 007 legend since 1997,” pointed out Sheikhawat.

    “Our successful partnership has grown with every release from ‘Tomorrow Never Dies’, ‘The World is Not Enough’, ‘Die Another Day’, ‘Casino Royale’, ‘Quantum of Solace’, ‘Skyfall’ to, most recently, 2015’s ‘Spectre’,” he further added.

    What makes Heineken the perfect brand campaign partner for the Bond Franchise? “James Bond and Heineken® are instantly recognizable premium brands that share many of the same aspirational qualities – wit, resourcefulness and confidence, plus a fascination with the latest technology,” Sheikhawat simply responded.

    Sheikhawat further elaborated the significance of this powerful brand collaboration for both the brands. “Our partnership is mutually beneficial. Heineken® is the world’s most international premium beer, which means that Sony (film distributor and promotor) is able to use the global reach of our Bond campaign to help promote the film in 85 countries around the world. In return, we are able to partner with a globally recognized and loved franchise that our target market identifies with.”

  • Heineken introduces Star Can

    Heineken introduces Star Can

    MUMBAI: Heineken, the world’s No.1 international premium beer announced the launch of the STAR CAN in India, coinciding with the global roll-outof the new modern and progressive STAR CAN design which conveys sophisticated simplicity. In India, Heineken is currently available in 650ml and 330ml bottlesand the latest500ml aluminum STAR CAN, which expands the brand offering in India, is expected to attract new consumers and cater to more consumption occasions.

     

    Commenting on the launch, Samar Singh Sheikhawat – Senior Vice-President, Marketing, United Breweries Limited said, “Heineken STAR CAN will be launched in a phased manner, beginning with Daman, Goa, Delhi, Pondicherry & Bangalore, followed by other key consumption markets like Mumbai, Kolkata, Chandigarh, Haryana, UP and Punjab. Cans will help increase the sales of Heineken and we expect the overall brand to grow organically by over 50% this year. We hope to extend the drinking experience to more drinking occasions and reach out to new consumers.”

     

    The STAR CAN has been designed by the Heineken Design team in collaboration with Amsterdam-based packaging design agency DBOD over the last two years, exploring multiple routes and iterations, with a focus on details aided by consumer feedback and insights.

     

    Commenting on the STAR CAN, Mark van Iterson, Manager – Heineken Global Design & Concept said, “The packaging design of Heineken must always stay true to its core values, it must be progressive and iconic and it must be clearly recognizable on the retailers’ shelf. The visibility of the aluminum on the STAR CAN creates a fresh, masculine look with an open character. Bare aluminum looks very fresh and thirst-quenching when you take the can out of the fridge. The red star is one of our most important visual symbols and has always been part of the brand identity. We’ve made it larger and more visible so it really stands out to consumers.”

     

    Heineken has been targeting the globe-trotting, James Bond-inspired demographic through its various initiatives and the new can plays into the image. Packaging is a vital element of the overall brand experience as it is the most tangible point of contact between a brand and consumers. With Heineken already strengthening its foothold in the super-premium beer market in India, the introduction of the STAR CAN to the existing distribution network will also bring in global consistency.

     

    The Heineken Star Can will be available in the 500ml size and will be priced at Rs. 120/- in Maharashtra & Bangalore. The can is priced at Rs 100/- and Rs 70/- in Delhi & Goa respectively.