Billed as the world's first fruit-flavoured strong beer in its May launch, Tuborg Booster Strong is one of several potent brews that Carlsberg and rivals SABMiller , Anheuser-Busch Inbev United Breweries , is India's best-selling beer.
Such beers are meant to appeal to customers like 34-year-old courier Raghunandan, who was sipping rum at a dingy Mumbai bar.
"Beer just doesn't do it for me," he said, asking to be identified by one name. "It's expensive, plus I don't feel like I had anything to drink."
MARKET POTENTIAL
Two-thirds of Indians don't drink alcohol at all, often for religious or cultural reasons, but rapid urbanisation, a young population and a fast-growing middle class are changing alcohol consumption habits, making India an attractive market for drinks companies.
Besides competing with whisky, strong beer is also trying to attract customers who normally drink so-called country liquor, a cheap tipple prevalent in villages.
Beer accounts for just 5 percent of alcohol consumed by volume in India, according to SABMiller. Per capita beer consumption averages 1.7 litres a year compared with 74 litres in the United States, according to United Breweries.
Overall alcoholic beverage sales in India are forecast by Euromonitor to rise up to 8 percent a year by volume through 2017.
This potential is especially attractive to global brewers looking to offset sluggish growth in their traditional strongholds of North America and Europe.
Carlsberg expects India to become one of the world's top 10 beer markets in the next five to seven years. And SABMiller saw double-digit volume growth in its strong beer portfolio last year, India marketing director Darioush Afzali said.
Beer appears to be gaining a cool cachet among India's more urbanised youth, boding well for brewers' plans.
On a recent night at a bar in the Bandra neighbourhood of Mumbai, beer, both regular and strong, was the drink of choice for a group of young men on a night out. None drank spirits.
"Whisky is what older men drink. We love our beer and the stronger it is the better," said Anuj Chand, a 23-year-old aspiring interior designer.
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