1:09 PM IST - Monday March 30, 2015

Indie music in India can beef up on Heineken beer

Panaji, Nov 8 (IANS) Indie music or independent music in India might just get a shot in the arm, with Heineken beer promising to back the brand of music in its bid to promote its super premium beer in the country.

Senior vice president marketing of Heineken Samar Singh Sheikhawat Tuesday told reporters at the Goa-launch of the Holland-based beer brand that Heineken planned to capture the super premium beer segment in India, where total sale of beer – across all segments – was nearly 220 million cases.

“In India, we will come with curated music experiences as part of our promotional campaign. We will have a mix of mainstream as well as Indie music. The plan is to have a multi-city tour taking these curated music experiences to the people,” Sheikhawat said.

Heineken is associated with global music events like the Coachella and Ultra in the US, Rock in Rio (Brazil), Oxegen in Ireland and the Open’er Festival in Poland, he said.

He added that the Heineken beer, which is being brewed for the first time in India, was manufactured at the Taloja breweries near Mumbai which had a capacity of brewing between one and two million cases of beer annually.

“We are in the process of augmenting this facility,” he said, adding that right from the hops and barley to the crown caps fitted on the beer bottles were imported into India from Europe.

“The beer market in India is about 220 million cases and is growing at a compound annual growth rate of 15 percent,” he said.

A pint of Heineken beer, which is brewed in 45 countries across the world, and sold in 65 is priced at Rs.60 in the Goa market and is aimed at the “high-heeled discerning” beer drinker in the country.

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