United Breweries (UB) has also announced that former test cricketer Vinod Kambli who now plays for Mumbai will be its brand ambassador. The company is looking to expand the Mumbai market, which has stagnated. Hence, the aim of the product would not be to compete but to bring in more consumers into the beer guzzling category. Another unique concept is that of the bottle return. Taking away the drink costs Rs 19. However, on returning the empty bottle the customer gets back Rs 3.

At a press meet last evening, UB's marketing GM Ramesh Vishwanathan said," London Pilsner is very well known as a brand. Our concept of return the bottle started a year and a half back in Bangalore with our product UB Export. That saw sales grow by 25 per cent. Our aim with London Pilsner Pint is to capture around 15-20 per cent of the market share. The reduction in excise duties on mild beer by the Maharashtra government has helped us create this price point for our consumers."

As far as the choice of Kambli as a brand ambassador was concerned Vishwanathan said that the company was looking for a jolly, fun loving character which is what the brand is all about. Kambli will be able to make the product younger and more relevant.

The company will now come out with advertising and promotional events using points of consumption in bars, pubs, wine shops and retail stores. He also said that across the globe sport was one of the biggest vehicles that alcoholic beverages used to drive their products. For instance, Budweiser sponsors Manchester United in a big way. In the past UB has used the West Indian cricket team to promote its main brand Kingfisher. The tagline used was 'The king of good times'. Vishwanathan claimed that through such initiatives Kingfisher had managed to capture market share from MNCs like Australia's Fosters.