INDIA: SABMiller India pulls original Indus Pride, launches new spicy variants

Most popular

Beverage companies set for tough pricing desicions

Campari faces familiar troubles - analysis

How A-B InBev's Brito changed the drinks industry

Sustainability and responsibility activations

just-drinks looks at the career of Michel Doukeris


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.

Related Content

Beam Suntory launches assault on India with Oaksmith Scotch, Bourbon blend

Beam Suntory launches assault on India with Oaksmith Scotch, Bourbon blend...

"Drinking has its taboo side in India, but that's changing" - just-drinks speaks to William Grant & ...

"In any integration, we've always talked about three kinds of synergies. With SABMiller, there was a...

Carlsberg names new Marston's JV head as Blawat leaves

Carlsberg names new Marston's JV head as Blawat leaves ...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..

Forgot your password?