E-Malt.com News article: India: Carlsberg India pours Tuborg Strong beer

Carlsberg India has launched Tuborg Strong in the premium segment of the market, Afaqs communicated on August, 4.

The Carlsberg Group known for brewing mild beer globally, made a landmark change by introducing Tuborg Strong in keeping with the demands of the Indian market. In India, the strong beer segment continues to dominate beer consumption with a formidable 76% market share.

In a competitive landscape, where the strong beer segment is growing consistently at 21.4% (YTD June comparison with LY) the launch of Tuborg Strong - a premium quality strong beer provides a variety of choices for the consumers and augments better growth for the industry, the customers and consumers, the company said.

The beer market in India has grown at 10% in the last three years and is forecasted to grow at 10.5% CAGR while the strong beer category will constitute 11-12% CAGR of this. Traditionally Maharashtra, Andhra Pradesh, West Bengal, Delhi, Rajasthan, Orissa and Haryana have been the dominant states for strong beer consumption.

Devapriya Khanna, Director Marketing, Carlsberg India, said: "With Tuborg Strong we have created a new category within the strong beer market in India. The premium beer segment in India is evolving and we expect to invigorate the momentum by introducing innovative offerings like Tuborg Strong. The added attraction of pull off cap – that has been extended to this new offering – reinforces brand synergies and our commitment to innovate at every step. Tuborg Strong promises to bring a superior quality experience for the consumer."

Tuborg Strong is available in three packaging sizes of 330 ml, 500 ml can and 650 ml and is being brewed out of Carlsberg's Paonta Sahib, Alwar, Aurangabad and Kolkata breweries.


06 August, 2010