GERMANY/INDIA: Weihenstephan enters India through Cerana tie-up
Weihenstephan will roll out its full beer portfolio in India
Weihenstephan has teamed with Cerana Imports to launch its German beer portfolio in India.
The Bavaria-based brewer, which claims to be the world's oldest, confirmed late last week that its full range will be launched this summer in Delhi, Mumbai, Pune, Calcutta, Goa, Bangalore and Chennai. As well as its flagship hefe-weiss wheat beer brand, Weihenstephan will bring its Hefeweiss Dunkel (dark wheat beer), Weihenstephan Dunkel (dark beer) and Weihenstephaner Vitus, a weizenbock beer, to the country.
Cerana will sell, market and distribute the brands as part of a “multi-year, exclusive agreement”.
“We are extremely pleased to finally come to the fast-changing Indian market with Cerana,” said Marcus Englet, global export director at Weihenstephan.
“We have always believed that India has a great respect and openness for traditions. Our world-benchmark products will find root in the great culinary traditions of this country.”
As well as Weihenstephan's stable, Cerana Imports also handles Belgian Blonde Ale from Duvel, Liefmans' Fruit Beers and the Trappist Beers of Chimay.
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