Heineken is about to roll out its "premium" strength lager in the UK, responding to an increased demand for more sophisticated and stronger beers in the country, according to the Independent report. Celebrities including Zoe Ball, Craig David, and Jodie Kidd are to feature in the planned GBP 24 million promotion for the new brew, which has drawn fire from anti-alcohol campaigners for luring drinkers into consuming more alcohol than they might be expecting.