Heineken®, the world’s No.1 international premium beer announced the launch of the STAR CANin India, coinciding with the global roll-out of the newmodern and progressive STAR CAN design which conveys sophisticated simplicity. In India, Heineken is currently available in 650ml and 330ml bottles and 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.”
Heineken has been targeting the globe-trotting, James Bond-inspired demographic through its various initiatives and the new can plays into the image. The Heineken Star Can will be available in the 500ml size and will be priced at Rs120/- in Maharashtra & Bangalore. The can is priced at Rs 100/- and Rs 70/- in Delhi & Goa respectively.
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.”
(Excerpt from a Press Release)
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