India, State Kerala: Kerala’s beer consumption is on the rise, local press reported on October 21. A fact that is luring the beer companies to push their products more in the State. The Kingfisher brand of UB Group is way ahead in the beer market in Kerala with over 77 % share. The other players have marginal stake.

But a flurry of launches has taken place in the last few months, which may intensify the competition. The industry foresees a jump in the strong beer segment going by the trend in the current year.

Traditionally, Kerala prefers lager beer, which is a mild form, accounting for as much as 89 %. While this sector has grown by 8 %, the strong beer sector has risen by 50 % in the first six months ended September. C. A. Pradeep, assistant manager of Shaw Wallace, feels that this could be due to more youngsters favouring the strong beer segment before graduating to hard liquor. This is also seen as a reflection of the global trend to move to milder forms of alcohol. “The strong beer segment may shoot up by 100 % this year.'' he said.

Shaw Wallace's Haywards 2000 and 5000, UB's London Strong and MAL's Zingaro belonging to the strong beer category will benefit from the new trend. The general buoyancy in the economy will result in more disposable incomes, which could result in higher beer consumption, he points out. Foster's is selling in the premium category.

In the last few months, several beer launches have taken place in the state. The Australian company Foster's introduced its premium lager beer, then there was Golden Glow from MAL brewed from Empee Breweries at Palakkad.

E-malt.com, the global information source for the brewing and malting industry professionals. The bi-weekly E-malt.com Newsletters feature latest industry news, statistics in graphs and tables, world barley and malt prices, and other relevant information. Click here to get full access to E-malt.com. If you are a Castle Malting client, you can get free access to E-malt.com website and publications. Contact us for more information at marketing@castlemalting.com .