United Breweries Ltd is planning to launch a Rs 1-crore promotional and marketing campaign in Andhra Pradesh for building awareness and imagery for its `UB Premium Ice Beer'.
According to the company sources, promotional activities will be planned at all the watering holes of Hyderabad starting this weekend. A `mega-ice event' would also be organised on January 25.
The brand is positioned as `cool beer' for the youth of today — different and attitudinal. It is targeted at upmarket sophisticated consumers and hence the company is looking for a sale of just 2.5 lakh cases per annum.
The ice beer was initially launched in Maharashtra and Goa followed by successive launches in Karnataka and Kerala. The company plans to launch the brand in Delhi by March, this year and subsequently in Kolkata.