SABMiller unveils strong beer in premium segment

British brewery major SABMiller's Indian arm Tuesday launched a strong beer in the fast-growing premium segment, with a higher alcohol content.

"The new beverage, branded Miller Ace, has been brewed using a blend of pale and caramel malt, imported barley and light-stable hops for bolder taste and higher alcohol content," SABMiller India marketing director Darioush Afzali told IANS here on the occasion.

A recent market study by the $23-billion global brewery has revealed that there is a growing demand for premier beer in the country with an alcohol by volume between five-eight percent, which is higher than the ordinary beers.

"Rising disposable incomes and higher aspirations are making consumers prefer premium beer, as evident from its 40 percent growth over the past two years in metros, cities and towns across the country," Afzali asserted.

Priced at Rs.175 for 650 ml bottle in Mumbai and at Rs.140 in Bangalore and Delhi, Miller Ace is an American style premium beer, targeted at affluent consumers above the legal drinking age (18) in metros and tier-one cities.

"Our strong beer also comes in 330 ml bottle and 500 ml can and are priced at Rs.110 and Rs.140 in Mumbai, Rs.75 and Rs.105 in Bangalore and Rs.75 and Rs.105 in Delhi, respectively. Prices vary due to differential excise rates and levies in states, ranging between 50-60 percent," Afzali pointed out.

Though in the multi-crore-rupee Indian liquor market, spirits comprising whisky, brandy, rum and wine dominate, accounting for 95 percent of the alcohol consumption, the beer segment is expected to widen its market share due to changing lifestyle and drinking habits and democratic dividend, with more purchasing power among youth and working professionals.

"We offer consumers of spirit brands an opportunity to switch to a quality beer like Ace, which is part of our global premium brand portfolio with international design and packaging," Afzali said.

Ace is stronger lager than Miller High Life the company launched in 2011 as a mild beer in the premium segment.

Foraying into India in 2000, the subsidiary has invested $800 million over the last 12 years and has 10 breweries across the country through joint ventures and acquisitions and one dedicated brewery in Maharashtra, besides four contract packers.

"We have been growing in double digit and at more than the industry's growth over the last few years to gain one-fourth share of the beer market with seven brands, including Foster's, Haywards 5000, Royal Challenge and Knock Out," brands vice-president Deepaknath added.