The Hindu Business Line : Locally brewed Budweiser beer launched

Crown Beers India Ltd, the joint venture between American brewer Anheuser-Busch and Crown International, has announced the launch of the first locally brewed beer — Budweiser, and Armstrong.

“Both the varieties will be brewed at our newly set up brewery at Hyderabad,” said Mr Rob Newman, Director of Sales and Marketing, Crown Beers India Ltd.

Budweiser, the American pure lager, will be available in Andhra Pradesh, Karnataka, Maharashtra and Goa. While a 330 ml bottle will cost Rs 38, a 650 ml bottle will come at Rs 68 in Mumbai, the company said. Apart from rice, which will be locally sourced, the company will import key ingredients such as 2row-malt from Canada, Beachwood chips from the US and hops from the US and Europe, explained Mr Amruth Reddy, the Anheuser-Busch brew-master. Mr Reddy will handle quality control and brewing processes in India.

“Strong beer accounts for nearly two-thirds of beer sales in India,” said Mr K V D Prasad Rao, Chairman Crown Beers. According to the company, the overall consumption of beer in India grew by 26 per cent in 2006.

Targeting the growing market of strong beer, Mr Reddy said, “Budweiser has a 5 per cent alcohol content and a smooth drinkable taste in contrast to Armstrong, which is strong with a 7 per cent alcohol and is brewed according to time-honoured traditions.”

More Stories on : Breweries | New Products & Services

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

Stories in this Section
HDFC Bank hikes NRE deposit rates

IOB raises rates on NRE deposits

Global hires serve hospitality industry

SEZs: House panel flays ‘undue haste’

GSPC announces oil strike in Cambay Olpad block

Education cess on wine imports removed

FIMI opposes ad-valorem royalty on minerals

Education cess on wine imports removed

Locally brewed Budweiser beer launched

Truck sales dip 10% in Q1 despite discounts

‘People management key to global enterprise’

Strong rupee: Textile exporters go for fabric imports from China, other neighbours

Braving the deluge

One year on, ‘Nathula Pass’es more benefits to tourism sector