Shaw Wallace Readies Regional Beer Brands For National Launch

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Shaw Wallace Breweries Ltd, the beer division of the Shaw Wallace and Co Ltd, is gearing up for a national roll-out of its regional beer brands Rosy Pelican and Haywards Lager.

The company is also in the process of launching and expanding the distribution of flanking brands. These include Hi-Five Premium Lager, Lal Toofan, Club 4000 and Black Partridge.

Rosy Pelican was available only in the northern markets and Haywards Lager was available in Mumbai and Andhra Pradesh only. Both the brands were in the portfolio for a long time but the company had confined the brands at the regional level only.

In fact, the first in the Haywards series, Hayards Lager paved the way for the most successful strong beer brands in the country — Haywards 2000, 5000, and 10,000.

According to a company official, “the national roll out of Rosy Pelican and Haywards Lager will be accompanied by major brand promotion exercise, including sponsorship of events, below the line activities and visibility through point of sale material.

Both the brands will carry a new look with a change in pack graphics and other brand personality aspects.” The recent foray in packaged water business will open up further avenues for brand communication.

In a bid to tap the overseas market, Shaw Wallace has been exporting beer positioning as ethnic Indian beer. The company has been positioning its brands namely Royal Challenge Premium lager, Kohinoor, Haywards 5000, Haywards 2000 and HI-FIVE as genuine Indian beer brewed and bottled in India.

The principal markets are the US, Europe, Hong Kong, Singapore, China and New Zealand. “Kohinoor is doing very well in US and European markets. Haywards 5000 has received wide acceptance in Singapore.” said the official.

Recently, Shaw Wallace became the first Indian company to win the approval of the US regulatory body for selling its alcoholic beverages in the USA.

Shaw Wallace is expanding capacity at four major breweries to meet the growing demand of the company’s Haywards and Royal Challenge range of beer brands. The breweries being expanded are - SKOL Breweries, SICA Breweries, Charminar Breweries and Haryana Breweries.