Beer Industry looks to 'raise a toast' this year

The industry expects to grow at a double digit rate vs a meagre single digit growth last year

Helped by price stability and longer summers, the beer industry in India is eyeing to register a double digit growth this year as against a dismal low single digit growth posted last year.

Samar Singh Sheikhawat, Senior Vice president (Marketing) , United Breweries Limited , as against 3-4% growth in the beer industry last year, this year they are eyeing a double digit growth.

Couples of factors are attributed to surge in growth this year.

Policy stability leading to  price stability, as per Sheikhawat has helped the beer  industry this year. Also prolonged summer this year  is helping beer industry eye double digit growth.

 

Last year, Indian beer industry is estimated to have sold 250-260mn cases .

Sheikhawat was in Chandigarh to announce launching of Heineken beer, the ‘premium light beer’ from Dutch manufacturer Heineken.

Having introduce Heineken beer  in some of Indian markets last year, Heineken was today launched in Chandigarh and Haryana market.

With launch of super premium light beer, Heineken is eyeing 10% market share in the premium light beer category in Chandigarh in one year.

Heineken in India is brewed at United Breweries’ Brewery at Taloja, near Mumbai.

Heineken has been launched in bespoke world class packaging, with imported green embossed bottles and clear plastic labels, a first for any beer brand in India. Available in pack sizes of 650ml and 330ml sizes, Heineken will retail at around Rs. 125/- and Rs. 75/- respectively, in Chandigarh.