INDIA: Carlsberg launches namesake beer in India
South Asia Breweries has launched Carlsberg's flagship namesake brand in India, targeting the country's growing appetite for premium beer.
The unit, in which Carlsberg holds a 45% stake, said earlier this week that the locally-manufactured Carlsberg will be priced at INR50 (US$1.18) for a 330ml bottle and INR80 for a 650ml bottle, with the first batch being distributed in Delhi this week.
"We are targeting the top-20 key metros and cities for distribution because Carlsberg will be positioned as a premium mild beer," said Pradeep Gidwani, South Asia Breweries' managing director. "We will distribute this brand through select outlets, approximately 10% of the total outlets in these cities.
"We have long-term plans for India, soon all the major brands in our portfolio will be launched in India" added Gidwani.
South Asia Breweries has four breweries in India, located in Rajasthan, Maharashtra, Himachal Pradesh and West Bengal.
The Indian beer market is currently enjoying healthy growth of around 30% a year.
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