SABMiller guns for hold in the premium strong beer market with Miller ACE

Miller ACE is being positioned as American style premium beer, brewed with imported barley

SABMiller India, the second largest beer player in India, is attempting to shore up its share in the strong beer segment through a new launch. The company which has close to around 25% of the Indian beer market dominated by United Breweries with a good 50% share primarily with its Kingfisher beer, has announced the launch of Miller ACE, in the premium strong beer segment, which is among the fast growing segments in India.

SABMiller best known for Haywards 5000, Knock Out, Foster Gold, has debuted Miller ACE positioning it as American style premium beer, brewed with imported barley and which is part of SABMiller's Global Premium brand portfolio.

Darioush Afzali, Marketing Director of SABMiller India, said: "With the rising of disposable income levels and aspirations of consumers in India there is a growing need for premiumization across categories including the demand for premium beer brands with an ABV between 5% and 8%. We would like to offer consumers of spirit brands an opportunity to switch to a premium beer in certain occasions."

The premium beer segment has been growing faster than the overall beer industry and grew at a rate of almost 40% CAGR over the past two years. SABMiller is launching this product as an extension of its Miller brand in India, which saw Miller High Life premium lager debut earlier.

SABMiller's attempts to have one more product in the strong beer market comes even as Kingfisher Strong which has a strong presence at as much as 85 million cases sold during last year. The strong beer market accounts for a good 80 per cent of the overall beer market in India.