E-Malt.com News article: India: Carlsberg launches premium strong Carlsberg Elephant beer

Carlsberg India, a unit of Denmark-based Carlsberg Group, launched on September, 19 its super premium strong beer 'Carlsberg Elephant' in the Indian market.

The company has priced the beer brand in the range of Rs 100-125 for a 650 ml bottle, Carlsberg India said in a statement.

Speaking about the development Carlsberg India Managing Director Soren Lauridsen said: "We are delighted to introduce Carlsberg Elephant to build upon our strategy of creating a super premium strong beer category in the market."

"We made a head start in this direction with the introduction of Tuborg Strong last season and are immensely pleased with the results that reflect consumer endorsement of our thinking," Lauridsen added.

The company's product portfolio in the country now includes Carlsberg, Tuborg Green, Tuborg Strong and Palone 8, it said.

According to the company's estimates, the country's total beer consumption stood at 17 million hectolitre in 2010, of which, strong beer consisted of 80 per cent of the market.

"Most of Carlsberg India Pvt Ltd's (CIPL's) strategic efforts are targeted to tap this category of the beer market," the company said.

CIPL commenced operations in 2007 with the beginning of production in Paonta Sahib brewery in Himachal Pradesh. It now has five breweries in Paonta Sahib, Alwar, Aurangabad, Kolkata and Hyderabad.


21 September, 2011