Heineken brings Green Room music to India

The beer brand will launch its global musical activity, Heineken Green Room, in India to position it more effectively. The first tour is scheduled in Delhi, Mumbai and Bengaluru.

Global beer brand Heineken has introduced Heineken Green Room in India to strengthen its spirit and position, Open Your World. Heineken Green Room is a series of events that showcase international dance, and music artists playing different genres of music at interesting locations.

The first Heineken Green Room tour will showcase American-born disc jockey (DJ), producer and electronic artist Mux Mool, who is well known for his love for social media as a means to spread music. With the event, the brand aims to gather interesting sounds and creativity.

Samar Singh Sheikhawat, senior vice-president, marketing, United Breweries, says, "Heineken is a premium brand of beer which is available at selective places. On the same note, our marketing initiatives are also exclusively planned, identifying different places and different kinds of activities. Heineken Green Room focuses on featuring different genres of music from aspiring and creative players."

The beer brand has four broad marketing activations that include UEFA Champions League, James Bond, Rugby World Cup and Music. Heineken Green Room is a part of the brand's music activity.

The series of activities will kick off on June 20 at One Style Mile, New Delhi, followed by events on June 22 and June 24 at F Mumbai Lounge and Dinner, Mumbai; and City Bar, UB City, Bengaluru, respectively.