High on beer

SPIRITS: Beer companies have their marketing strategies in place to promote their brands this summer.

It is that time of the year when the market for beer hots up, and the marketers are all set to cash in. The beer market stands at about 11 million hectolitres and is growing at about 10 per cent per annum.

Says Apurv Nagpal, director marketing, SABMiller India, "Summer is beer season and we are ready with our on-ground promotions and new launches."

According to Nagpal, SABMiller would be launching Fosters 500 ml cans in select markets, considering the popularity of cans among the youth. It is also looking to extend Haywards Black to newer markets.

SABMiller, which has brands like Castle Lager, Fosters, Haywards, KnockOut and Royal Challenge, is looking at aggressive promotions during the summer season. The company has a market share of close to 35 per cent while United Breweries (UB) has a market share of about 45 per cent.

The activities, Nagpal reveals, would include conducting beer and barbecue evenings around the Fosters' brand besides Castle parties that would be held at various pubs in the metros. Says Nagpal, "We will surely give our consumer special moments with his mug of chilled beer."

Apart from this series of focussed initiatives, beer appreciation sessions will also be a part of the agenda. The company would be spending a considerable amount on summer promotions and the target audience would be between the age group of 25-35.

UB's Kingfisher, which is the market leader, would also be looking to capitalise its position. With the Formula One season on, beer companies are also looking to tie-up with several bars and pubs to run promotions and contests around the races.

Both Kingfisher and Fosters have run several promotional activities around Formula One in previous seasons in cities like Bangalore, Mumbai and Delhi and are looking to do the same this season. Although figures might indicate that people don't prefer beer over hard drinks, companies are going all out to catch the guzzlers.