E-Malt.com News article: India: Dalmia Continental launches non-alcoholic beer 'Clausthaler' in India

Olive Oil importer Dalmia Continental Pvt Ltd announced its agreement with Germany-based Raderberger Gruppe for introducing its non-alcoholic beer in India, Economic Times published February 7.

As per the tie-up, DPCL would have exclusive rights to import and distribute non-alcoholic beer - Clausthaler - from German company's portfolio in India.

"We would initiate our business in the segment with the import of around 10,000 cases in the first year, which would be increased up to 50,000 cases in the next three years," DPCL Chairman V N Dalmia told reporters.

The company is targeting a revenue of Rs seven crore from the sales of Clausthaler in India in 2008 and is going to invest Rs 11 crore in the promotional activities in the next three years to achieve a Rs 57 crore sales target by 2011.

"After 2011, the beer segment would contribute around 16 per cent to our total projected revenue of Rs 400 crore," Dalmia said.

The company is also planning to launch an advertisement campaign to promote the brand in the country and will also organise tasting sessions across major cities in the country.

"To promote the brand in India, we would focus more on institutional sales such as restaurants, bars, gyms and corporate kitchens," he added.

Raderberger Gruppe is a German brewer having presence in over 50 countries and its brand Clausthaler is considered as the most successful in non-alcoholic beer segment.


08 February, 2008