The four new variants of Indus Pride, being launched this month

The four new variants of Indus Pride, being launched this month

SABMiller India is re-launching Indus Pride, a beer the company first released four years ago, with four new spicy variants.

The original Indus Pride, a European-style malt beer which first appeared in October 2008, will be discontinued, the company confirmed to just-drinks yesterday (11 July). Its gradual phase-out began in 2010, but the product was still available in Rajasthan up until last month.

Akash Sahu, SABMiller India's general manager brand communications, told just-drinks that the decision to phase-out the original Indus Pride and launch the new variants came after "extensive research" showed there was an opportunity in the premium segment. 

SABMiller India claims the new Indus Pride is the "first beer brewed with authentic Indian spices". The four variants are Citrusy Coriander, Citrusy Cardamom, Spicy Fennel and Fiery Cinnamon. 

Sahu added: "This (the new Indus Pride) is something that Indian consumers will relate to more. We are also hoping it will appeal to people who consume premium spirits." 

Asked why the new variants were carrying the same name as a completely different product, Sahu said: "We believe in the name."

The new variants, which will be "under 5% abv", will be gradually rolled out starting from Monday (16 July) and will hit Delhi in the last week in July, Sahu said.

The beers will also be launched in Pune, Mumbai, Delhi, Chandigarh, Kolkata and Bangalore, costing INR85 (US$1.50) per 33cl bottle.