INDIA: SABMiller adds to India portfolio with Indus Pride

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SABMiller has launched a new beer brand across India to complement its Royal Challenge Premium lager brand in the country.

The brewer, which is targeting several cities in the country not currently covered by Royal Challenge, said today (8 October) that Indus Pride was launched in India earlier this week. The targeted roll-out of the mainstream mild beer includes the cities of Delhi, Mumbai, Bangalore and Hyderabad.

Indus Pride, which has an abv of 5%, will retail at between US$1.00 and $1.50 per 650ml bottle, with SABMiller initially targeting the on-trade in the country.

"In order to retain and build on our strong position in India, we wanted to launch a mainstream, mild beer which has the ability to compete nationally," said SABMiller India's managing director, Jean-Marc Delpon de Vaux. "We believe that the introduction of Indus Pride gives us the comprehensive national portfolio needed for long term success in India."

The brewer added that it plans to launch a non-alcoholic version of Indus Pride in the near future.

As well as Royal Challenge Premium, in India, SABMiller also produces Hayward's 5000, India's top selling strong beer brand, premium strong beer brand Knock Out, and imports Castle Lager from South Africa and Peroni Nastro Azzuro from Italy.

Sectors: Beer & cider

Companies: SABMiller, Castle Brands

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