Now, you can slick your throat with Budweiser

Crown Beers India, the joint venture between Anheuser-Busch and Crown International, moved into the second phase of its India operations by launching the globally renowned beer brand, Budweiser, in Maharashtra and Andhra Pradesh.

The company had already launched its premium beer brand Armstrong in May this year.

"The Indian beer market will witness tremendous growth and our goal is to position Budweiser as a leading brand," said Stephen J Burrows, chief executive officer and president, Anheuser-Busch Asia Pacific operations.

The company will manufacture both brands at its brewery in Andhra Pradesh.

According to company executives, beer accounts for 25 per of liquor consumption in Andhra Pradesh, while in Maharashtra it stands at 60 per cent.

"Looking at the statistics, we decided to launch our products in these two states. Andhra Pradesh was a natural choice for us because our brewery is based there," said Rob Newman, director sales and marketing, Crown Beers India.

Crown Beers has plans of going pan-India but will first get a foothold in the southern and western regions.

"As of now, we want to concentrate on these two states and then depending on the response we will look at other states," said Newman. According to sources, Goa, the tourist hotspot, will be the next destination.

Budweiser is currently sold in hotels, retail outlets in Andhra Pradesh and Mumbai.

Crown Beers will undertake massive below-the-line activities to make their presence felt in the market.

"In Mumbai, we have approached various wholesale dealers and have done extensive sampling. We have got good response from trade circles and consumers," informed Newman.

The company is looking at sponsoring events, and activities that will suit the Indian temperament.

In Asia, China is the only other country that Anheuser-Busch has a presence. "China is our biggest investment till date in Asia, and the only other country of interest to us in Asia, is India," said Burrows.