Carlsberg expanding its beer portfolio in India

Carlsberg India, which is fast expanding its presence in the Indian beer market, is further beefing up its product portfolio.

The company has announced the launch of Kronenbourg - its signature French super premium beer.

Inspired by the heydays of the Renaissance with a 350-year French brewing heritage, Kronenbourg is among the best-selling super premium beer in France and is sold in over 70 countries. Kronenbourg has been launched in the Indian market in two variants, Kronenbourg Blanc and K1664.

With this addition, Carlsberg India now has brand portfolio comprising of Carlsberg Green, Carlsberg Elephant, Tuborg Green, Tuborg Strong, Tuborg Booster Strong, Kronenbourg Blanc, Kronenbourg 1664 and Palone 8.Within six years of operation, Carlsberg India has witnessed significant growth and acceptance amongst Indian consumers. "Last year's growth of 40 per cent has been very encouraging in this short journey. Today, Carlsberg India is the third-largest brewer in India. Performing well across all regions, Carlsberg India has achieved a 7.8 per cent market share YTD September 2013 (excluding Tamil Nadu)," a company statement noted.

The super-premium beer segment, presently a small base, is expected to grow around 35 per cent this year. The category has seen over 20 brands being launched from 2009 and more are expected to hit the market. With the launch of Kronen-bourg, Carlsberg India aims to target the growing super-premium beer category and reach out to the evolved consumers who are seeking memorable experiences.

Commenting on the launch, Subodh Marwah, marketing director, Carlsberg India, said, "Consumers are increasingly developing a taste for international beer brands and to meet the evolving consumption patterns, there has been an upsurge in demand for superior brews and products which are in line with global benchmarks. With the launch of Kronenbourg, we mark our entry into the super-premium segment in India." In Mumbai, Kronen-bourg Blanc Wheat Beer is priced at Rs 300 and Kronen-bourg 1664 Lager at Rs 250.

In the first phase of its launch Kronenbourg will be available across 14 cities including Delhi, Mumbai, Kolkata and Bangalore and Hyderabad, Chennai, Gurgaon, Chandigarh and Ludhiana, Amritsar, Thane, Pune, Goa and Puducherry.