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Anheuser Busch InBev Beck's Ice Premium Lager

Becks Ice Premium Lager will roll out across outlets in northern Indias Haryana province

Beck's Ice Premium Lager will roll out across outlets in northern India's Haryana province

Category - Beer, lager, 3.5% abv

Available - From today

Location - India, available across the northern state of Haryana

Price - Not disclosed

Anheuser-Busch InBev has launched a moderate strength variant of its Beck's lager brand in India.

Beck's Ice Premium Lager carries an abv of 3.5%, and is touted by the brewer as the world's first "super mild beer". The lager follows recent excise policy changes in India's Haryana state, designed to promote lower alcohol beverages to "foster moderation in drinking patterns."

The new variant retains the Beck's model of 100% malt brewing, but with a reduced alcohol content.

The launch reinforces A-B InBev's commitment to its 'Global Smart Drinking Goal' to ensure at least 20% of its global beer volumes come from no- or low-alcohol beers by 2025.

"As a leading brewer, we are always looking for ways to enhance the beer-drinking experience, offering consumers a wider choice of products to enjoy responsibly," said the company's VP of marketing for South & South East Asia, Alexander Lambrecht. "We are confident that this super-mild variant will further complement the evolving lifestyles of our consumers ... and we look forward to other state governments adopting similar equitable policies in the larger interest of the health and well-being of its citizens."

In April, AB InBev replaced its non-alcoholic Budweiser brand, Prohibition Brew, with Budweiser Zero across its global markets.

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Expert Analysis

Beer & Cider in India

Beer & Cider in India

Beer & Cider in India industry profile provides top- line qualitative and quantitative summary information including: market size (value 2014- 18, and forecast to 2023). The profile also contains desc...

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