Beer Industry aims to raise a toast to double-digit growth this year

An estimated 250-260 million cases were sold by Indian beer makers last year

Helped by price stability and longer summers, the beer industry in India is eyeing double digit growth this year, after last year’s dismal growth.

Samar Singh Sheikhawat, senior vice-president (marketing), United Breweries (UB) Limited, said that as against the 3-4 per cent growth last year, this year they are aiming to attain growth in a double digits.

There are a few factors that he attributes to the expected surge in growth this year.

Policy stability, which has lead price stability, has helped the beer industry this year, according to Sheikhawat.

Moreover, the prolonged summer this year is helping the industry to increase growth.

Last year, the Indian beer industry is estimated to have sold 250-260 million cases.

Sheikhawat was in Chandigarh to announce the launching of Heineken beer, the premium light beer from Dutch manufacturer Heineken, in the Chandigarh and Haryana markets.

Having was introduced Heineken in some domestic markets last year.

With the launch of the light beer, Heineken is eyeing a 10-per cent market share in the premium light beer category in Chandigarh within a year.

In India, Heineken is brewed at UB’s Brewery in Taloja near Mumbai.

Available in pack sizes of 650ml and 330ml, Heineken will sell at around Rs 125 and Rs 75, respectively, in Chandigarh.