India: Asia Pacific Breweries launches new beer

Asia Pacific Breweries (APB) launched its strong beer called Baron that will be priced at Rs.50 ($1.25), IANS reported February 27. Vivek Chabra, regional director of APB, told reporters that strong beers contributed to over 70 percent of beer sales in India.

“We are looking ahead to roll out our new premium beers aggressively across the country and few other south Asian countries. Baron’s strong beer has a strong European heritage and its premium quality stems from the brewing heritage as well as its imported ingredients,” Chabra said.

Chetan Gupta, marketing manager of the company said the beer market has been growing tremendously in India.

“Mild and strong beers are expected to grow at 14 percent and 18 percent, respectively in the next five years,” said Gupta.

The total Indian beer market is expected to touch 300 million cases (23.3 million hectolitres), he said.

27 February, 2008