United Breweries today announced the launch of locally brewed and bottled Heineken beer from its Taloja brewery near Mumbai.

"Heineken will appeal to affluent, sophisticated and discerning consumers in India," United Breweries President and MD Kalyan Ganguly said in a statement.

Heineken has been launched in world-class packaging, with imported green embossed bottles in 650-ml and 330-ml sizes. It is also packaged in clear plastic labels, a first for any beer brand in India.

In India, Heineken will initially focus on activating the brand at premium pubs, bars, lounges, restaurants and retail outlets, the statement said.

Heineken will also leverage the brand's global proposition, "Open Your World", across all marketing executions.

Digital activation and social media also will be used to ignite conversations and connect with consumers, the statement said.

Initially launched in Mumbai and Pune, the brand will be rolled out across the rest of the country over the next few months, the statement said.

Across the world, Heineken connects with consumers through the UEFA Champions League Football and Rugby World Cup.

Heineken also partners some of the world's most premium and high profile music festivals, such as Coachella and Ultra in the USA, Rock in Rio in Brazil, Oxegen in Ireland and the Open'er Festival in Poland.