E-Malt.com News article: India: SABMiller repositioning Foster’s beer in India

Leading beer marketer SABMiller is repositioning Foster's beer brand in India as it looks to tap potential of the fast emerging market identified as an 'area of focus', The Economic Times reported on May 25.

As part of the repositioning of the Foster's brand, the company is introducing various changes, including new thermo- chromatic packaging and change in names of various brands targeting to tap 'refreshment category' consumers.

"Our quantitative consumer research showed that there is a potential of addressing a big consumer need gap, the need of refreshment which is a core need for the beer category," SABMiller India Marketing Director Darioush Afzali said.

The new 'extra-cold refreshment' positioning of Foster's is focused towards providing consumers with a refreshing beer experience, he added.

Elaborating on the changes being effected, Afzali said: "We are introducing thermo-chromatic packaging for both bottles and, for the first time in India, thermo-chromatic cans, a new taste for our brews of both Foster's Lager and Foster's Gold along with the introduction of an effective extra-cold chain."

Apart from the packaging innovation, Foster's has re-named its existing Foster's Strong variant as Foster's Gold.

Commenting on the company's road map in India, Afzali said: "We will continue to expand and grow our business by offering a diversified portfolio of brands in the market which cater to different consumers, needs and occasions."

Highlighting the importance of the Indian market, he said: "In the portfolio of SABMiller's global businesses, India is one of our positive growth opportunities given its demographic profile and the increasing disposable consumer income that will lead to more consumer purchasing power."

The company, which sells various premium beer brands, including Foster's and Haywards 5000, will continue to look for "suitable opportunities which promise significant growth potential", he added.

SABMiller had entered India with acquisition of Narang breweries in 2000.

India is one of the largest beer markets in the Asia- Pacific region by volume with a market size of 275 million cases per annum in 2012-13.


28 May, 2014