E-Malt.com News article: India: Mahou India launches Mahou 5 Star across the country

Mahou India, the first subsidiary of Spanish brewing major, Mahou San Miguel to be established outside Spain, has strengthened its position in the India market with the launch of Mahou 5 Star. This will also be the first ever Spanish beer to be made in India, a company release of April 21 stated.

By doing so, the company has not only increased its offering in the country but will start competing in new segments in the premium category. The beer, brewed at the Mahou India brewery located in Bhiwadi, Rajasthan, is already available to consumers in different states across India and is said to be receiving good initial acceptance.

“This launch represents a further step in our consolidation in the Indian market, which is today a strategic and investment priority for the company due to its high growth potential. We are committed to India for the long term, and have built a strong local leadership team to take the Company forward,” said Erik d’Auchamp, Chief Executive Officer, Mahou India.

Following the 2014 acquisition of Arian Breweries, Mahou San Miguel reportedly became the first Spanish company in its sector to operate in the region with its own brewery. Since then, Mahou India has increased its India head count by 25 per cent and has invested in R&D and production processes to ensure maximum quality and safety in all its products.

“For us the India launch this year is a very important milestone and in some way, emotional too since it marks Mahou’s 125th anniversary in Spain,” said Jonathan Stordy, International Managing Director, Mahou San Miguel. “We feel very confident of Mahou’s success in India,” he said. According to Stordy, Mahou was growing at a good pace in several markets across the world where it is appreciated for its quality, taste, and particularly for the Spanish lifestyle and values with which it is associated. Considering initial good results, the company foresees huge potential for the beer market in India, which at 13 per cent, it said, has the highest growth rate worldwide,

“Our business in India is a constant source of innovation, which helps us in evolving as an organization in and outside Spain,” added d’Auchamp. Mahou San Miguel will be investing over 18 mln euros in India over the next five years. Following the launch of its flagship brand Mahou 5 Star - Mahou India will continue to invest in developing an innovative premium brand portfolio by adding the Mahou Clásica brand to the India portfolio.

Pride of Madrid – Mahou 5 Star is reportedly made with the highest quality hops and yeast that shape its body and flavor. In India Mahou 5 Star has been adapted to suit the local palate and need, without compromising its original personality, taste and quality. Mahou India has also re-launched the Indian Dare Devil brand, as a premium, reference brand, not only for the Indian consumer but also for foreign tourists.


22 April, 2015