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.
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.
MUMBAI: It’s brewing up new flavours for its bubbly and frothy beer. India’s largest beer maker United Breweries Limited (UBL) and part of the Heineken, has expanded its Kingfisher brand with the launch of Kingfisher Flavours, featuring two unique variants: lemon masala and mango berry twist. Inspired by the vibrant energy of Indian street culture, these new flavors aim to redefine the beer experience in the flavored beer category.
The Kingfisher Flavours range merges innovation with consumer preferences for premium beer experiences, appealing particularly to a younger demographic seeking bold and unconventional tastes.
UBL chief marketing officer Vikram Bahl stated: “With Kingfisher Flavours, we’re tapping into India’s vibrant street culture and reimagining it to resonate with GenZ consumers. These flavors celebrate local ingredients and the spirit of experimentation.”
Currently available in Goa and Daman, Kingfisher Flavours plans to expand to other regions soon, offering more consumers a taste of this innovative product line.
The launch event in Mumbai featured live performances and merchandise unveilings from artists including Karan Kanchan, Yung Raja, and Rhea Chakraborty, further amplifying the celebration of local culture and creativity.
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.”
NEW DELHI: Heineken, as part of its latest global campaign ‘Voyage‘, is undertaking its most daring experiment yet. It is testing what men are truly made of when taken out of their daily lives and dropped into the great unknown.
A highly social character, out-going and confident, is chosen to go on a legendary adventure – a new experience that will test his resourcefulness. But then he find himself in the freezing wilderness of Alaska – alone on a glacier, with nothing but a giant life-ring, a tuxedo and a plane ticket to get him home – and the airport is hundreds of miles away.
This is Voyage, a new campaign from Heineken. The Voyage TVC provides the inspiration for the dropped travel experiment was recently released globally on the Heineken Digital channels.
Set in India, it follows the Legend as he finds himself in all sorts of awkward and bizarre situations when he loses his pet goat. As a true ‘Man of the World‘, he knows how to navigate this new world with ease, even if he finds himself in unfamiliar territory.
The Dropped experiment takes different men from across the world and drops them in remote locations with nothing but the most basic of supplies and directions. The result is ‘Dropped‘ – a series of episodic adventures following our intrepid explorers on their legendary travel experience.
Here, viewers will be able to follow each ‘Dropped‘ voyage, access documentary-style content. Every ‘Dropped‘ travel adventure will be tailored towards the character of its main protagonist – forcing them to discover their own limits and conquer their fears. Across four continents they‘ll face a multitude of challenges – tough terrain, curious locals and unusual modes of transport.
As the Dropped episodes unfold, so the social experiment will come to life, with viewers of each voyage able to follow how each traveler fares through a series of diary entries and journey updates. Their final destination? Home. Will they make it? The answer lies within each adventurer – the outcome of each Dropped encounter is completely unscripted, with the participants desire to overcome the challenges the only measurement for success. For all we know legends aren‘t made, they‘re Dropped.
United Breweries Limited senior VP marketing Samar Singh Sheikhawat commented, “With Voyage, the fifth installment of our Legends campaign, we want to go further than inspiring men to be resourceful and open to the world. Dropped is a social experiment that challenges the participant to display their true character and if they do, have a legendary travel experience.”
