Bangalore, Nov 4: Associated Breweries and Distilleries Ltd (ABD) has decided to kick off a series of promotional events in the country. The campaign is aimed at pushing the sales of San Miguel, a premium lager beer, that was unveiled in Bangalore today. The promotional events, that will be launched in the next few days, include a surprise `raid squad' which would raid the pubs, clubs and restaurants on the weekends and reward those caught with San Miguel. ``We have ensured that the brand is available in all the up market outlets all over the city,'' ABD director Zinia Lawyer said.Although Lawyer wanted to take on UB group chairman Vijay Mallya in his home turf of Bangalore in a phased manner, the anticipated volume business in the first year of launch would be 15,000 dozen cases. ``Since the country has a complicated tax structure for the beer business, our San Miguel launch will take some more time in other markets,'' she added.
However, other metro markets being tapped by the company include Calcutta and Delhi during the next fiscal. Bangalore is the third city after Mumbai and Goa. San Miguel was launched in Mumbai in April 1998. San Miguel is the only brand that redefined the beer market in the country by creating a foreign beer category right at the top, claims Lawyer.
``The premium mild beer segment will witness a lot of activity in the near future. The challenge for our marketing team is to retain the category dominance as we want to make the brand an all-India player,'' Lawyer said.
Since the Mumbai-based company has been focussing on the San Miguel brand, no new brands are being planned for the next one year. The beer is available in unique shaped 650 ml bottles (Rs 40) and 500 ml sleek cans (Rs 45).
ABD has a licensing agreement with San Miguel Corporation to manufacture and distribute San Miguel lager beer in the country. San Miguel is being channelised through Mysore Sales International Ltd in Bangalore and marketed by the HRB Group.
Copyright © 1999 Indian Express Newspapers (Bombay) Ltd.