India: SABMiller is to bring some more of its international beer brands in the premium segment of the country
After capturing over 37% of the beer market in six years, SABMiller India, the Indian arm of the beer major SABMiller plc, is planning to bring some more of its international beer brands in the premium segment into the country, India’s Diligent Media posted on September 24.
Currently, the subsidiary of London-based $15 billion SABMiller Plc is manufacturing and selling five of its 120 brands in India (including Royal Challenge, Haywards 5000, Knock Out, Castle lager and Haywards Black), and after the recent $120 million acquisition of Australian brewer Foster’s Indian operation, it has added Foster’s lager and Amberro - mild and strong - to its brand portfolio.
The consumption of beer in India was 8 million hectolitres as against 300 million hectolitres in China and 16 million hectolitres in Vietnam.
“In due course of time, we are planning to get a number of our established international beer brands into India. The exact decision on which brands would be suited for the Indian market will be taken only after a detailed pricing and consumer preference study is completed,” Vinod Giri, director, marketing, SABMiller India, told DNA Money.
Among the SABMiller brands that are most likely to find their way into India are Miller Genuine Draft, Peroni Nastro Azzurro and Pilsner Urquell. Last week, the global brewer launched its premium Italian beer — Peroni Nastro Azzurro — in Colombia.
The company is looking at stimulating growth in the premium segment, which is currently growing at a very fast pace. “This kind of phenomenon is very normal in any economy that is witnessing rapid income growth and prosperity. This boosts consumption in the premium segment. This segment is, at present, very nascent but will outpace the industry growth,” said Giri.
Interestingly, its rival United Breweries Ltd, which has over 50% of the liquor market, has also announced introduction of ‘luxury’ beer called Kingfisher Ultra, which would be pitted against its Foster’s lager.
Analysts say competition in the Rs 3,000 crore beer market is set to get intense with the two breweries slugging it out for the expanding market. Also, global players like the maker of the Budweiser brand, St Louis brewer Anheuser-Busch Cos (A-B), have also set their eye on the Indian beer market.
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