The Hindu Business Line : Carlsberg all-malt beer launched

New Delhi, Sept. 24 South Asia Breweries Pvt Ltd has announced the launch of Carlsberg all-malt beer in India aimed at capturing a share of the country’s premium beer market.

The all-malt beer will be available in two sizes, 330 ml and 650 ml.

It will be launched countrywide in a phased manner. “By the end of the current year, we are looking to launch the beer in all metro cities. Our target is to make it available pan-India within the next two to three years,” said Mr Joakim Sande, Marketing Director, South Asia Breweries.

Super-premium beer

“Increase in purchasing power and growing popularity of beer makes India a market of high potential, with 15-30 per cent annual growth in the category.

Through the launch of this beer we plan to create a new category of super-premium beer in India. Carlsberg will focus on delivering a strong brand experience to its target consumer, the urban Indian male, aged 25-35 years,” said Mr Sande.

Joint venture

In India, Carlsberg operates through South Asia Breweries. The company has 100 per cent foreign direct investment (FDI), and is a joint venture between Carlsberg Breweries, IFU (Industrialisation Fund for Developing Countries) and a group of investors. In fact, South Asian Breweries manages the company’s business in the South East Asian region, including countries like Sri Lanka and Thailand.

The company is also setting up two greenfield breweries in Rajasthan and Maharashtra. It also recently acquired Himneel Brewery in Himachal Pradesh.

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