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Royal Challenge Premium Lager dons new look

15-May-2004
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Royal Challenge Premium Lager dons new look

Summer is a great platform for FMCGs and breweries to offer relief. Now be that beer or packaged drinking water or soft drinks, the choice is big in the market. Shaw Wallace Breweries Ltd--a 50:50 joint venture between Mysore Breweries Ltd, a subsidiary of SABMiller India, and Shaw Wallace Company Ltd--unveiled the new avatar of its Royal Challenge Premium Lager in a brand new look and refreshingly smoother taste.

Speaking on the launch, Sanjit Padhi, Operations Director (North), Shaw Wallace Breweries Ltd, said, "The rollout of the new look Royal Challenge Premium Lager is in keeping with our commitment to our consumers and markets in general to constantly innovate and upgrade our products which will be in tune with desired tastes and preferences. We have leveraged on our experience, knowledge and the international brewing expertise of SABMiller to strengthen our brands and assure our consumers continuity in availability, consistency in quality and a truly rewarding drinking experience."

Royal Challenge Premium Lager will now be available in an elegantly styled international packaging with enhanced taste and the "Extra Smooth" taste complements the new look of the brand.

This initiative has been undertaken as part of its new brand marketing strategy.

The innovative look is a result of extensive research undertaken to capture the spirit of Royal Challenge Premium Lager and manifest its stylish, distinct, modern and youthful personality in tune with international packaging trends and increasing consumer expectations. Designed by a leading Bangalore based design firm, the new look uses shades of royal blue, green and gold with bolder motif and design that highlights the brand and is complimented by the addition of a distinctive neck foil, which further augments its appearance.

"While designing the new look Royal Challenge Premium Lager, we have taken great care to shape the core values of style, elegance, feel and quality in line with changing consumer expectations. The introduction of the stylish new international pack together with enhanced taste and a fresh communication platform is aimed at making Royal Challenge an evolved choice of the new age consumer." said Vinod Giri, Director Marketing, Shaw Wallace Breweries Ltd.

Innovative consumer outreach programs will also follow suit along with the new evolved marketing strategy, which will emphasis on "Extra Time, Extra Smooth" enjoyment during extra time in everyday life.

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