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Getting a low with Heineken

United Breweries has systematically ignored the Heineken brand at its own peril 

A little over five years ago, the senior management at United Breweries (UB), was finding it hard to conceal their excitement. The latest offering, Heineken beer, was now officially in India and a presence in the growing premium mild beer segment beckoned. With its Kingfisher range, the country’s largest beer company was all set. After all, Heineken, with its iconic green bottle and red star was among the largest brands globally.