Business Daily from THE HINDU group of publications
Friday, May 30, 2008
ePaper | Mobile/PDA Version | Audio
Business Daily from THE HINDU group of publications Friday, May 30, 2008 ePaper | Mobile/PDA Version | Audio |
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Marketing
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New Products & Services Asia Pacific Breweries launches Tiger Beer, more to follow
The premium beer segment in India was less than one per cent of the total beer market. But the potential to grow was high. – Mr Vivek Chabbra 
Mr Vivek Chabbra Our Bureau Hyderabad, May 29 Asia Pacific Breweries (APB) has launched its flagship beer brand ‘Tiger’, in the southern markets, with production beginning from its ‘greenfield’ brewery in Andhra Pradesh. The premium beer has been imported for long and is available at exclusive premium outlets. Now, under a joint venture with the C.K. Jaipuria Group, APB is brewing it at its technologically latest facility in Sangareddy on the outskirts of Hyderabad. The joint venture called Asia Pacific Breweries Pearl Pvt Ltd (APBPPL), has invested $20 million (Rs 80 crore) in the brewery with a capacity of half-a-million hectolitres (hecto is 100 litres), scalable to a million hectolitres, said Mr C.K. Jaipuria, Chairman, APBPPL. In addition to Tiger, a premium lager beer to be priced at Rs 70 per 650-ml bottle, the brewery is also producing the strong beer brand — Cannon, he told newspersons at the launch function here on Thursday. It would be marketed in Andhra Pradesh, Tamil Nadu and Puducherry to begin with. Mr Vivek Chabbra, Regional Director, South Asia & Director, Group Business Development, APB, said, “The premium beer segment in India was less than one per cent of the total beer market. But the potential to grow was high. In countries like Vietnam and Thailand it was more than 10 per cent”. The Singapore-based APB, which has its Indian arm — Asia Pacific Breweries Ltd (APBL) – has also made another investment in Aurangabad (about Rs 100 crore) through another joint venture and produces Cannon 10,000 and Arlem brands. In both the Indian joint ventures, the company holds a majority 67 per cent stake. With nearly 40 brands in its portfolio, APB plans to roll out newer brands in the Indian market as the demand picks up. For the North Indian market also it is in talks with the C.K. Jaipuria Group for a possible partnership, he added. More Stories on : New Products & Services | Breweries
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