Mexican Beer Corona Hits Local Mart

The world's largest-selling premium Mexican beer, Corona, was launched today in the country. Brindco Ltd, an alcoholic beverages distribution company, would be importing Corona from Mexico and will be selling it in upmarket retail outlets in metro cities.

"Corona, manufactured by the 2.9 billion dollars group Modelo, is brewed exclusively in Mexico and is made with all natural ingredients such as water, barley, yeast and hops," Brindco executive director Aman Dhall told reporters here.

After the launch in Maharashtra and Delhi, the premium beer would be introduced in Bangalore and Kolkata later this month and Hyderabad, Chennai and Goa by early September, Dhall said.

 

According to a current estimates, Indian beer consumption market is about 72 million cases per year and is growing annually at 8-10 per cent.

The premium beer would be available at selected outlets for Rs 150 per 300 ml and it would be targeted at the top 1 per cent of beer drinkers in the country in the current fiscal, he said.

"We would not be launching the beer in any other cities in this year. We want to see market before entering new locations," Dhall said.

He also said that it would not be importing other brand names such as Modelo, Especial, Negra Modelo and Pacifico from Mexico. "We want to focus on Corona for the time being," he said.

Since its inception in 1967, Brindco has made a foray into the imported liquor segment for which it has tied up with leading wine manufacturers in the countries such as France, Italy, Germany, Spain, United States and Australia.

Brindco sells over 4.9 million cases of Indian made foreign liquor (IMFL) and beer in the market.

Grupo Modelo, founded in 1925, is the leader in the production and marketing of beer in Mexico with more than 56 per cent of domestic market share.

It has eight brewing plants in the country, with a total installed capacity of 39.5 million hectolitres.