The acquisition of some more domestic and foreign brands through a joint venture (JV) or licensing arrangement is also on the anvil. It is envisaged that MABL will also enter into a JV with a foreign brewer in the near future.

Mr Jain stressed that the company did not want to set up a greenfield project but will focus on strategic acquisitions/mergers of breweries in states where the UB group has none. This will better the UB group's penetration and reach. "To hike the production level, we have targeted those companies which are presently loss-making or have underperforming assets. Basically, we are on the verge of unlocking the hidden treasures that we already have in our country and we will implement our professional expertise and experience to make it a viable and successful business," he said. MABL has decided that it may pick up the marketing rights of some under-performing brands from outside the UB Group and create win-win situations for both.

"In the coming summer, we will be ready with nine breweries and nine brands and we are in position to achieve the sales target. This will increase MABL's market share to 15 per cent from 7 per cent currently and aim to be the number three in the market. We will keep on focussing on `Zingaro' and `Sandpiper' as the national brand and all others will come under the regional brand," he said. MABL had also decided to offer a completely new range of "ready to serve drinks" and low alcoholic beverages. These are the drinks for tomorrow - eg vodka with lime and soda in a bottle or rum with coke in a bottle. These drinks of tomorrow need a a lot of advertising and promotional support for launch in the market. But since liquor advertising has been banned on TV, this plan has been temporarily shelved.