The Hindu Business Line : SABMiller hopes to brew new beer habits with 500-ml pack

SABMiller, the global brewing giant that controls Shaw Wallace Breweries Ltd, is rolling out its main brands in a new pack size of 500 ml in lightweight non-returnable glass bottles as it attempts to re-fashion beer consumption in the country. The move, in the long run, is aimed at weaning away consumers from the traditional 650 ml recycled bottles, which are India-specific.

Shaw Wallace, the second largest domestic brewer accounting for over 35 per cent of domestic sales, has launched its largest selling beer Haywards 5000 in the new pack size in West Bengal and other North-Eastern States. It will gradually be extended into more markets even as the company's other prominent beer, Royal Challenge, is expected to follow suit.

The country's beer sale is mainly driven by 650 ml packs followed by the 330 ml pint packs, with draught beer consumption pegged at around three per cent of the total sales.

"The new pack size, we believe, offers a more convenient, clean and hygienic consumption option to people who love to drink beer straight from the bottle. These are non-returnable bottles and hence cleanliness and washing is not a concern," Mr Vinod Giri, Director, Sales & Marketing, Shaw Wallace, told Business Line.

The 500 ml pack of Haywards 5000 is priced at Rs 45 in West Bengal where 650 ml beer is sold at about Rs 53. The company has withdrawn 650 ml bottles from the markets where it has introduced the new pack size. "The response from the market has been encouraging," Mr Giri said.

However, the company is not discounting the fact that the market, especially the trade, has had a comfort level with the 650 ml pack, which has been in vogue from the beginning of the beer industry in India.

Mr Giri said the company was not forecasting the end of the road for 650 ml packs. "We are not saying that the 650 ml will be phased out from wherever 500 ml is introduced," he added.

Shaw Wallace said the introduction of non-returnable glass bottles was not likely to pinch its bottom line as the introduction of lightweight bottles will cost only slightly more than the recycled bottles. "And there is technology available that enable us to bring out lightweight bottles without affecting their sturdiness," he said.

Castle gets on to fashion bandwagon

SABMILLER is now pushing its international flagship, Castle Lager, on a fashion platform in India. The beer, available across markets such as Mumbai, Delhi, Bangalore and Kolkata, has come up with the India Men's Fashion Fair (IMFF) as an annual event from this year. Bangalore will be the permanent venue even though there will be several regional legs to the event.

"There is a strong connection between beer and men's fashion. Moreover, fashion as a platform is too big to be appropriated by any single brand," Mr Vinod Giri said.

Arch rival UB's flagship Kingfisher beer is associated with fashion with the annual edition of Kingfisher Fashion Awards.

Besides showcasing leading domestic and international designers, IMFF will also provide an opportunity for the premium branded menswear industry to walk the ramp. This year's fair, scheduled from April 8 to 10, will see leading brands from Madura Garments participating in the shows.

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