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The popular beer sports a trendy new look and new campaign.
South African Breweries India Limited (SAB), a subsidiary
of South African Breweries , has introduced strong beer 'Knock
Out' in a new pack.
Knock Out was acquired by SAB India as part of its acquisition
of Mysore Breweries in October 2001. The beer will now be
available to consumers in Andhra Pradesh in an amber coloured
bottle with a newly designed gold & red label and a neck foil.
The new look brand will also be backed by a new communication
package, says the company. A new ad campaign for Knock Out
has also just been released in the form of a television commercial
on the concept of 'Knock Out challenge'. The commercial highlights
those moments when a person demonstrates inner resolve or
strength of character to stand up to enormous challenges.
Knock Out, says the company, is a leading brand in the 12
million cases strong beer market in Andhra Pradesh. It was
introduced in the Indian market nearly 20 years ago and currently
sells nearly five million cases every year from select markets
where it is sold thus becoming a dominant player in the strong
beer segment.
According to SAB India MD Richard Rushton, "The roll-out of
the new look Knock Out is in keeping with our commitment to
leverage SAB's experience, knowledge and expertise to strengthen
fundamentally good Indian brands, and successfully integrate
them into our portfolio.
" In the year ending March 31, 2001 SAB generated US$646 million
pretax profit from a turnover of US$ 4.184 billion. Having
its corporate headquarter in London, the company is listed
on both Johannesburg and London Stock Exchanges.
SAB's expansion into India is a part of its global strategy
to strengthen its presence in emerging markets. SAB India
has marketing and distribution operations across all the country
today. SAB India brews and markets an array of significant
brands including the recently introduced medium bodied 'Castle
Lager' in Mumbai and New Delhi; the refreshing 'Three Lions'
available in Uttar Pradesh, Chandigarh and Himachal Pradesh;
'Knock Out' in Karnataka, Andhra Pradesh ,Maharashtra, Bihar
& Jharkhand.
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