E-Malt.com News article: India: Hunter beer follows Tiger into west India’s beer market

Close on the heels of the launch of Tiger Beer in Mumbai, Bhopal-based Som Distilleries and Breweries plans to launch its flagship Hunter Beer in the western and southern India’s markets, TNN reported April 29. Hunter, positioned as a premium beer and mostly distributed in north India, is set to debut in Mumbai soon. The brand controls 12% of the premium beer brand in the country.

A lucrative annual growth figure of 18% is driving brewers to launch products in as many markets as possible, even though the segment is dominated by UB and SABMiller, which have over 85% share.

The launch of the new beer brands also coincides with the Indian beer market crossing the 150 million cases a year mark.

Hunter, the manufacturers claim, is the first Indian beer brand that introduced the concept of strong beer in the country with an alcohol content that can go up to 5.5-7%. Hunter is also exported to the Middle East and the UK. Exports generate between 10-15% of revenue.

Som Distilleries chairman and managing director JK Arora told ET the decision to foray into the western and southern market is driven by the growth expectation of the beer market.

Tiger was launched in Mumbai 10 days ago at a price of Rs 70 for a 650ml bottle. The beer is brewed at the company’s facility at Aurangabad.


30 April, 2008