THE MUG STRATEGY: UB SLASHES PRICE OF DRAUGHT BEER
Article Abstract:
United Breweries Ltd of the UB group has reduced the price of its draught beer by 28.5 percent to Rs1500 per barrel from Rs2100 per barrel earlier. A mug of draught beer will now cost Rs25 against Rs30-35 earlier. This test marketing scheme was launched on October 16, 1998 and is only being done in Karnataka. The company says that it is a new marketing strategy and not related to its poor performance in the second quarter of 1998, when its net profit fell by 53 percent and turnover fell by 29 percent. (khr)
Comment:
United Breweries Ltd of the UB group has reduced the price of its draught beer.
Publication Name: Economic Times
Subject: Business, international
ISSN: 0013-0389
Year: 1998
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UB LAUNCHES SPECIALITY ICE BEER
Article Abstract:
United Breweries has introduced a new speciality beer called UB Ice in some parts of Maharashtra. The beer has a higher alcohol content of 6 percent. UB Ice is being produced at the company's brewery at Bangalore. It has been launched at a price of Rs27 per bottle. Ice beer is lagered for a longer time than regular beer while the temperature at which it is produced is very low. (khr)
Publication Name: Economic Times
Subject: Business, international
ISSN: 0013-0389
Year: 1998
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