Newstrack

Crown Beers brews Budweiser, Armstrong in India

EH Staff - Mumbai

Crown Beers India, the joint venture between Anheuser-Busch and Crown International, announced the first locally-produced Budweiser in India which will now be available in southern and western India in 330-ml and 650-ml bottles.

Brewed using a blend of imported and classic American aroma hops as well as barley malts and rice, Budweiser is a medium-bodied, flavourful and pure lager. Stephen J Burrows, chief executive officer and president, Anheuser-Busch Asia Pacific Operations, said, "Our goal is to make Budweiser the leading brand in the premium category." Brewed locally, Budweiser is currently sold in hotels, retail outlets and bars in Andhra Pradesh and Mumbai. Crown Beers plans to expand Budweiser's distribution across southern and western India throughout the summer.

Budweiser's launch follows introduction of Armstrong, a new premium strong beer. "Strong beers account for nearly two-thirds of beer sales in India, and the segment continues to grow at a rapid pace," said KVD Prasad Rao, chairman of Crown Beers. "This incredible segment growth provides Armstrong with an opportunity to become the brand of choice for Indian consumers who want a stronger beer with a distinct taste and a premium look." Armstrong contains seven per cent alcohol by volume. The brand is available in 650-ml bottles at retail outlets and bars across southern and western India.

Anheuser-Busch International and Crown International formed a joint venture to brew, market and distribute Budweiser and other brands in India. The joint venture includes the new 5,00,000-hectoliter Hyderabad brewery completed in March. Both Anheuser-Busch and Crown International each have 50 per cent ownership of the joint venture and will collaborate on all local management, marketing and sales decisions.