Heineken, one of the leading international premium beer brands, in partnership with a Lebanese-owned Abi Jaoudi and Azar Trading Corporation in Liberia, on Saturday, November 9, introduced its newest brands, the Sol Cervaza, Legend (extra stout) and Star Beer on the Liberian market.
These 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 decision, according to Heineken International representative, Andre Woldt, is to increase and drive more variety 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.
Woldt said these new brands, which have already been introduced to other African markets will add more piquancy (spice) to consumers’ taste of the beverages.
He said 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 that it 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.
Woltd 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 guaranteedd her a trip to Paris, France, to watch a Union of European Football Association (UEFA) Champions League which Paris Saint German will participate.
Heineken is a family-owned brand and has been in the hands of the same family since 1873.