The Hindu Business Line : Germany’s Radeberger launches non-alcoholic beer in India

Feeling left out in a weekend beer party? Not anymore. German company Radeberger Gruppe, along with Dalmia Continental, promises to add fizz into teetotallers, underage individuals and pregnant women’s lives with its non-alcoholic beer, Clausthaler.

The company is betting on supermarket sales for the growth of this niche category and will be investing Rs 11 crore towards branding and promotion.

“Clausthaler’s non-alcoholic beer is perfect for people who do not drink for religious or medical reasons. The ingenious concept makes the brand taste exactly like beer,” Mr Hans-Joachim Schliebs, President International division Radeberger Gruppe, a €1.3-billion company, said.

Fastest growing segment

Observing that the non-alcoholic beverage has half the amount of calories as compared to a regular beer, he said the product is also an excellent isotonic drink.

The Dalmia Continental Chairman, Mr V.N. Dalmia, said non-alcoholic beer is the fastest growing beer segment globally, registering double-digit beer sales. The company will import and distribute it through its 12,000 retail outlets across the country, besides tapping the large format stores.

“The non-alcoholic beer market gives us access to a larger consumer base. Attractive packaging and strong promotion could make non-alcoholic beers as strong a product as light beer,” he said.

The current market for non-alcoholic beer is estimated at Rs 10 crore and is growing at a rate of 150 per cent annually, Mr Dalmia said. The per capita consumption of beer in India is estimated at 0.6 litres far below compared to China (23 litres), Europe (73 litres) and the US (78 litres), he said.

Dalmia Continental will be promoting the brand through below-the-line activities, samplings and outdoor media advertisements. It is expecting sales worth Rs 6.5 crore in the first year of operation with a 64 per cent market share. Clausthaler’s beverage is priced at Rs 54 for 330 ml can.

More Stories on : New Products & Services | Breweries

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
‘Pedestrians too need navigators’

Sabol to enter soft drinks, ready-to-eat foods market

PSBT documentaries on NDTV

DQE, Percept Picture sign pact

Future Group pulls out of IPL bidding for title sponsorship

Kansai Nerolac plans 45 ‘impression style’ zones

Universal Sompo General debuts with two plans

Panasonic’s new mixer grinder

Germany’s Radeberger launches non-alcoholic beer in India