India: Foster’s, Royal Challenge beers to enter Tamil Nadu market

With demand for beer soaring with the temperature, the Tamil Nadu Government has placed orders through Tasmac (Tamil Nadu State Marketing Corporation) for beer brands that are brewed and bottled outside the State, Business Line reported May 20. As a result, more beer brands will find their way into Tasmac shops in the State within a few days.

For years, Tamil Nadu has had a policy not to retail beers that are not brewed in the State, which left the market with limited choice, with Kingfisher leading the pack followed by Haywards 5000 and Marco Polo Super Strong.

According to Mr P Seetharaman, Managing Director, Tasmac, of the overall requirement of 22 lakh cases (12 bottles of 650 ml each or 7.8 litres a case) for the month, orders for one lakh cases have been placed with SKOL Breweries Ltd for its brands Haywards 2000 and Royal Challenge Classic Premium lager, and with United Breweries for its Ice Premium beer, while the rest (21 lakh cases) will be supplied by domestic players. “We have also shortlisted brands such as Foster’s (Foster’s India), Tiger Lager and Cannon 10000 (both from Asia Pacific Breweries) Charger Extra Strong (of UB),” he said.

20 May, 2008