India: Carlsberg India launching Tuborg Classic

Carlsberg India is launching a new version of its Tuborg beer - Tuborg Classic - to further strengthen its strong beer portfolio to compete with rivals United Breweries (UB) and SABMiller, ETRetail.com reported.

Presently launched in Maharashtra, Tuborg Classic will be available in select markets over the next few months.

“Today, consumers appreciate the distinctive quality and taste of premium beers,” said Michael Jensen, managing director of Carlsberg, the third largest player in India. “Keeping in line with the trends, we have launched Tuborg Classic, a brew made with Scotch Malts offering a stronger and smoother taste,” he added.

In beer, UB dominates with 52% market share but Carlsberg has gained the most with 15% share in the last five years giving stiff competition to SABMiller which is at 20%.

“With Tuborg Classic, we aim to further strengthen our commitment to the Indian market and expand our portfolio,” said Mahesh Kanchan, director marketing, Carlsberg.

According to a recent report by Ambit Capital, SABMiller has been losing market share to Carlsberg, which has followed an aggressive on-premise marketing of Tuborg and Carlsberg brands in larger cities through price promotions and branding exercises.

10 April, 2017