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Heineken Int’l, Abi Joudi launch new brands


Dutch brewing company, Heineken International in partnership with Liberian – based Lebanese owned Abi Joudi business has launched its newest brands in Monrovia, including Sol, the Legend and Star Beer.

At a colorful event Saturday, 10 November at Bella Casa in Sinkor, officials, business representatives and special invitees turned out to witness the launch.In a presentation, Heineken International Trade Marketing Manager for Africa, Middle East and Central Asia, Andre Woldt discussed the company’s five brands that will now be available on the Liberian market including Heineken, Sol, Legend (Stout), Star Beer and Amstel.

He also shared some plans that Heineken International wants to implement with its partners for another 30 prosperous years, having hit first 30 years of partnership.“At the end of the day, we will show you what we believe is the most powerful portfolio of beer brands that Liberia has ever seen,” says Andre.

Following presentations of slides at Bella Casa, Andre describes Heineken as the undisputed global leader of international premium beer segment.According to him, Heineken is 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, Andre says it is for people with appetite to enjoy life whatever comes, and always looking on the bright side.The new brand of stout launched under the name Legend, will be sold here for $2,400 Liberian Dollars per crate or $260.00 per bottle, according to Andre.

In brewing process, Andre says the Legend has edge over Guinness Stout because it is all natural and full of brewing, adding that it’s distinct, and full – bold stout and has 7.5 percent alcohol.As for Sol which is one of the company’s newest brands launched here, Andre adds that it has a global footprint and light taste which was born in Mexico in 1899.

Following the indoor launching program of the brands, the event ended with an half hour night – time draw at the Golden Beach where Josephine Youbouty was the lucky winner of Heineken – Abi Joudi’s offer to travel to Paris, France by end of November to witness Champions League.

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Paris is chosen since Liberia’s President George Manneh Weah, in his soccer career days, had link with Paris Saint – Germain (PSG) so as to motivate young Liberians to aspire to be a star.The winner who emerged from invitees who had filled out forms distributed to them by their host at Bella Casa, Ms. Youbouty, was overwhelmed and appeared to be out of words when she was announced and told she would travel to Paris.She expressed gratitude to the company and said she remains grateful.

By Winston W. Parley-Edited by Othello B. Garblah

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The New Dawn is Liberia’s Truly Independent Newspaper Published by Searchlight Communications Inc. Established on November 16, 2009, with its first hard copy publication on January 22, 2010. The office is located on UN Drive in Monrovia Liberia. The New Dawn is bilingual (both English & French).
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