Heineken Launches New Brand

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By: Anthony Q. Jiffan, II

Heineken Trade Marketing Manager for Africa and the Middle East, Andre Woldt, says his company is in Liberia to stay, pointing out that the Liberian people deserve better when it comes to quality product.

He disclosed this in an interview with journalists in Monrovia following the introduction a new brands of their products to Liberians at a local hotel.

The three new products, according to Heineken management, add to the already Heineken and Amstel, which have been on the Liberian market for over 30 years. The new products, he noted, will add more flavor to Liberians in term of refreshing their minds.

The decision, according to Heineken’s Andre Woldt, is to increase and drive more varieties on the beer market front in the country as this innovative move offers beer drinkers a whole new choice in their selection of size and quantity, which to him is a great business deal for Liberians.

Woldt said these new brands, which have already been introduced to other African markets will add more tastiness to consumers’ taste of the beverages.

Woldt furthered that Heineken International as a premium entity in the alcoholic beverages world, is always concerned about adding new spices to its products, “This is why we selected Liberia.”

He said there are plans that Heineken International wants to implement with its partners, having completed 30 years of successful partnership, “because at the end of the day, we will show you what we believe is the most powerful portfolio of beer brands that many of our friends in Liberia would want to drink.”

Following presentations of slides at a resort in Monrovia, Woldt describes his product as the undisputed global leader of international premium beer segment, which according to him, Heineken among them as a truly global icon that is set out from any other beer in the industry.

Also discussing the Legend, the company’s brand of stout, he said is for people with an appetite to enjoy life whatever comes, and are always looking on the bright side.

The new brand of stout, launched under the name “Legend”, will be sold for L$2,400 per crate or L$260 per bottle.

In brewing process, Woldt added that the Legend has edge over Guinness Stout, because it is all natural and full of brewing. “It is distinct and full –bold stout and has 7.5 percent alcohol. As for Sol, which is one of the company’s newest brands, he added that it has a global footprint, and light taste, which was born in Mexico in 1899.

Woldt told the gathering that Star Beer, which is referred to as the real beer, is made of malt, barley, sorghum, hops and water. He said that Legend and Star Beer will be sold cheaper than the current beer and stout on the local market.

Heineken Trade Marketing Manager assured customers of Heineken International’s commitment to customer satisfaction.

Earlier, Abbas Karnoub, expressed delight for Heineken International’s partnership with Abi Jaoudi and Azar Trading Corporation. He assured his business partner that all will be done to foster the partnership and assured customers of providing quality services.

Meanwhile, Madam Josephine Yorbutey has won the Heineken Award, which automatically guaranteed her trip to Paris, France, to watch a Union of European Football Association (UEFA) Champions League in which Paris Saint German will participate.

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