Lol Toofan beer is hoping to raise its profile with a press campaign emphasising its Indian connections. Targeting curry lovers, the lager's recipe has been modified to include basmati rice instead of the lower grade rice previously used. The Far East Beer Company, which makes Lol Toofan, claims it is the first beer to be brewed with the aromatic ingredient that results in a "smoother, fragrant" taste. Tosh Lakhani, MD of the Far East Beer Company, said the adverts, which carry the slogan Beat the heat with Lol Toofan', are also being run to communicate the change to the brewing formula. {{MARKETING }}

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