Carlsberg, one of the world?s largest brewers, has launched its eponymous brand in India, which is probably the country?s first super-premium beer.
Copenhagen, Denmark-based Carlsberg hopes to cash in on the first-mover?s advantage in India?s fledgling high-end beer market, riding on its changing patterns of beer consumption as the beverage gets more acceptability in society.
With the launch, the country?s beer guzzlers can have a taste of McDonaldisation in beer, as one can savour the same Carslberg that one gets in any part of the world, brewed from the malt and yeast sourced from the same place and fermented through the same standard process. The raw materials will be imported from abroad and will be assembled in South Asia Breweries? breweries in India. The company arrived in India in October 2007, with an initial Rs 200 crore foreign direct investment. Pradeep Gidwani, managing director of South Asia Breweries Pvt Ltd, told FE, ?Right now, we are only building the brand. Over a period of time, all major brands in our portfolio will be launched in India. We have long-term plans for India.”
The $9.5 billion beer giant sells its flagship brands in over 150 countries across the world. Globally, it produced 115 million hectolitre of beer in 2007, or 95 million bottles a day. Carlsberg will be available in India at Rs 50 for a 330 ml bottle and Rs 80 for a 650 ml one.
The company has launched the super-premium lifestyle beer brand in a county that traditionally favours alcoholically strong beers, but it has left no stones unturned in the latter segment also. It already sells the Polish strong beer, Palone, in northern India.
The company has state-of-the-art breweries at Poanta Sahib in Himachal Pradesh, and Alwar in Rajasthan, with a total one million hectoliter capacity.
As the Indian beer market is growing at the rate of 20 to 25%, global players are expanding their product portfolio in India. The UK-based Cobra Beer plans to launch its alcohol-free beer and fruit-flavored premium lagers, under the name Cobra Bite, in India, while Asia Pacific Breweries, which owns Tiger and Baron?s strong brew, is set to launch Anchor and ABC extra stout soon. SABMiller, world?s third largest beer maker, is ready to launch Dutch premium beer, Grolsch. Earlier this month, FE had reported United Breweries? plans of expanding their beer product portfolio by launching fruit-flavoured and low-alcohol beer brands in India.
Carlsberg is associated worldwide with properties in sports and is the official sponsor for Euro 2008. Its association with soccer also extends to being the official sponsor for ?Team Liverpool?. The group?s broad portfolio of beer brands includes Carlsberg Pilsner and strong brands such as Tuborg, Baltika and Holsten.