Carlsberg India Pvt Ltd (CIPL), the Indian subsidiary of Carlsberg Group, has launched Carlsberg Elephant, its super premium strong beer brand, in the Indian market.
“Carlsberg Elephant targets an evolved consumer – a social drinker, affluent, discerning and contemporary, one who appreciates refined things in life and seek luxury experiences,” Mr Soren Lauridsen, Managing Director, Carlsberg India, said in a press statement.
Carlsberg Elephant is priced between Rs 100 and Rs 125 for a 650 ml bottle, depending on the market. It is strong in flavour and alcohol content.
Carlsberg Elephant is available in three packaging sizes of 330 ml bottle, 500 ml can and 650 ml bottle and is being brewed at CIPL's breweries.
CIPL registered significant growth of 55 per cent (YTD June 2011) compared to the same period last year. The company's all India market share is 7 per cent (value share) Jan-June 2011, up from 4.1 per cent during the corresponding period last year, according to the press statement.
The beer consumption in India is 17 million-hectolitre (100 litre) in 2010, of which strong beer consists of 80 per cent.