Heineken Introduces New Brands in Liberia

first_imgHeineken, one of the leading international premium beer brands, in partnership with a Lebanese-owned Abi Jaoudi and Azar Trading Corporation in Liberia, on Saturday, November 9, introduced its newest brands, the Sol Cervaza, Legend (extra stout) and Star Beer on the Liberian market.These three new products, according to Heineken management, add to the already Heineken and Amstel, which have been on the Liberian market for over 30 years.The decision, according to Heineken International representative, Andre Woldt, is to increase and drive more variety on the beer market front in the country as this innovative move offers beer drinkers a whole new choice in their selection of size and quantity.Woldt said these new brands, which have already been introduced to other African markets will add more piquancy (spice) to consumers’ taste of the beverages.He said Heineken International as a premium entity in the alcoholic beverages world, is always concerned about adding new spices to its products, “this is why we selected Liberia.”He said there are plans that Heineken International wants to implement with its partners, having completed 30 years of successful partnership, “because at the end of the day, we will show you what we believe is the most powerful portfolio of beer brands that many of our friends in Liberia would want to drink.”Following presentations of slides at a resort in Monrovia, Woldt describes his product as the undisputed global leader of international premium beer segment, which according to him, Heineken among them as 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, he said that it is for people with an appetite to enjoy life whatever comes, and are always looking on the bright side. The new brand of stout, launched under the name “Legend”, will be sold for L$2,400 per crate or L$260 per bottle.In brewing process, Woldt added that the Legend has edge over Guinness Stout, because it is all natural and full of brewing. “It is distinct and full –bold stout and has 7.5 percent alcohol. As for Sol, which is one of the company’s newest brands, he added that it has a global footprint, and light taste, which was born in Mexico in 1899.Woldt told the gathering that Star Beer, which is referred to as the real beer, is made of malt, barley, sorghum, hops and water.He said that Legend and Star Beer will be sold cheaper than the current beer and stout on the local market.Woltd assured customers of Heineken International’s commitment to customer satisfaction.Earlier, Abbas Karnoub, expressed delight for Heineken International’s partnership with Abi Jaoudi and Azar Trading Corporation. He assured his business partner that all will be done to foster the partnership and assured customers of providing quality services.Meanwhile, Madam Josephine Yorbutey has won the Heineken Award, which automatically guaranteedd her a trip to Paris, France, to watch a Union of European Football Association (UEFA) Champions League which Paris Saint German will participate.Heineken is a family-owned brand and has been in the hands of the same family since 1873.Share this:Click to share on Twitter (Opens in new window)Click to share on Facebook (Opens in new window)last_img read more

Research reveals potential new treatment for drug addiction relapse

first_imgJun 12 2018Research published in Addiction Biology by scientists at the University of Bath reveals a new potential mechanism for combatting drug addiction relapse.Relapsing into drug taking is a big problem in treating addiction, where the majority of addicts return to drug-taking within 12 months of quitting. This is brought into focus by the burgeoning ‘opioid epidemic’ of prescription as well as recreational opioid drugs, such as morphine and heroin. Addiction relapse is associated with drug-related cues such as places, drug paraphernalia, the drug itself, or stress, highlighting that memories play a key role in addiction relapse.In this study researchers at Bath, working with colleagues from the University of Surrey and RenaSci, used an animal model to study relapse to morphine seeking behaviour. Rats or mice learned to associate particular environmental cues with morphine. After removal of the drugs, relapse back to drug-seeking behaviour occurred in response to getting the cues again.Related StoriesStudy provides new insight into longitudinal decline in brain network integrity associated with agingHarnessing target of the brain chemical serotonin to combat obesityComputers, games, crafting keep the aging brain sharpThe Bath team wanted to test the effect of using a blocker for a brain neurotransmitter called acetylcholine, which is involved in memory processes. They tested the effect of a blocker of a specific receptor for acetylcholine – the alpha7 nicotinic receptor – to see if this might impair relapse. This drug, methyllycaconitine (MLA), that comes from Delphinium plants, selectively blocked morphine relapse (but not the initial learning to seek drugs), in both mice and rats.This exciting novel observation led the researchers to investigate the brain region responsible for MLA’s effect and identified the ventral hippocampus as the locus. The hippocampus is well known for its role in memory, and the ventral domain is particularly associated with emotional memories, an obvious link to addiction pathways.Professor Sue Wonnacott, from the University of Bath’s Department of Biology & Biochemistry, said: “It’s an exciting step forward that links the cholinergic system, more commonly associated with nicotine addiction, with the mechanisms of relapse a different class of abused drug – the opioids. More work needs to be done to uncover the brain mechanisms involved, but it raises the prospect of erasing long-term drug-associated memories that underpin addiction and the propensity to relapse.”Dr Chris Bailey, from the University of Bath’s Department of Pharmacy & Pharmacology, commented: “Drug addiction is very poorly treated at present so this potential novel approach is very welcome. An important next step is to see if MLA blocks relapse to other abused drugs. We already have evidence, in the same animal model, that it is effective against the more potent opioid, heroin. If MLA has similar effects against other drugs of abuse such as cocaine it would be even more encouraging.”Source: http://www.bath.ac.uk/announcements/potential-treatment-for-drug-addiction-relapse-revealed/last_img read more