E-Malt.com News article: India: Budweiser now available in the north

Beer lovers from North India are now able to taste America’s flagship beer – Budweiser – just for Rs30 a pint, The Financial Chronicle posted on August, 26.

Belgium-based world's largest brewer Anheuser-Busch InBev has already introduced the beer in the southern part of the country including in the states of Maharashtra, Andhra Pradesh and Karnataka ­ after InBev bought out US-based Anheuser-Busch (AB) in November 2008 in a $52 billion transaction.

Over 1.5 million cases of Budweiser were sold in 2008-09.

The American lager was only available as an import in hotels before its launch in south India.

Budweiser would compete with Copenhagen's Carlsberg and Tuborg beers, which retail for Rs 35 a pint. The price difference between these foreign-origin beers may benefit Budweiser.

"Pricing is a factor that may help Budweiser eat into other beers' market share that are priced in the same segment," says Sandeep Verma, director of Delhi-based Institute of Bar Operations and Management. He added the international acceptance of the beer will soon create a different segment altogether in the Indian market.

AB InBev India sells beers like Stella Artois, Beck's, Leffe and Hoegaarden, among others at the moment.

These beers are brewed in Hyderabad along with Budweiser, where the company has a brewery.

The company is expected to ramp up production of the beer, following its launch in north India this week.



26 August, 2009