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Shaw Wallace Breweries reveals its new brand ambassador for 'Knock Out'

14-May-2005
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Shaw Wallace Breweries reveals its new brand ambassador for 'Knock Out'

Kannada action star, Darshan, is the new brand ambassador for 'Knock out', one of the most popular brands of beer in Karnataka from Shaw Wallace Breweries. Launched over 20 years ago, Knock Out holds a strong position in the strong beer segment and is currently available in most Indian markets.

Said Vinod Giri, Director-Marketing, Shaw Wallace Breweries, "Knock Out has defined the strong-beer segment in Karnataka. It is an appreciation for those who successfully stand up to everyday challenges without making any fuss. Darshan embodies the same values and therefore we consider this a perfect fit which will go a long way."

Knock Out is brewed using the finest quality ingredients and carefully treated water as per a process that meets SABMiller's international brewing standards.

Ashok Dhingra, Operations Director-South, Shaw Wallace Breweries, said, "Knock Out has been the favourite beer in Karnataka for over two decades now. The unique taste combined with its consistent quality has been the cornerstone of its success. With this tie-up with South India's popular star, Darshan, we hope to provide a rewarding experience to our consumers and bring them closer to the brand."

Darshan has been a part of over 18 films in Kannada and has created a strong fan base with his great acting capabilities. In his role of a brand ambassador, Darshan will be part of the Knock Out promotion blitzkrieg, beginning with his soon to be released Kannada movie, 'Shastry'.

Shaw Wallace Breweries is a 50 per cent joint venture between Mysore Breweries Limited, a subsidiary of SABMiller India, and Shaw Wallace Company. The venture, formed in May 2003, has led to the creation of a leading brewer in the Indian market with an estimated initial market share of around 34 per cent and a robust beer brand portfolio consisting of Haywards 5000, Haywards 2000, Knock Out, Castle Lager, Royal Challenge, and a host of other regional brands.

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