Nearly 80 per cent of beer consumption in India is of strong ,beer and despite the excise duty hike,Maharashtra ranks second in terms of beer consumption.
Subodh Marwah,marketing director,Carlsberg India,said that the growth in the beer consumption market last year was 5 per cent,but the company outpaced the market and grew at over 45 per cent. The annual consumption of beer in India is 16.2 million hectolitre. After Andhra Pradesh the consumption market is biggest in Maharashtra, he said.
Marwah said that last year the growth in the beer market was slightly muted due to wet summer in North and the increase in excise duty in Maharashtra. Carlsberg on Thursday also announced a new visual and packaging identity for Tuborg,besides new design features and a pull-off cap.
He added that the company will increase the production of Tuborg as per need. We have adequate number of breweries and we will add the capacities in a few days, he said. He also said that there is a huge growth in the strong beer segment while the the mild beer market segment is flat. He said that the company will cash in on the demand for the strong beer in the country.
By March 2012,Tuborg was the number 4 brand in Indian beer market and what makes this even more incredible is that it has reached this position within 3-years of launch. The power of its innovation,quality,refreshing taste and youthful imagery has created this incredible growth story. The launch of Tuborg Green in March 2009 and Tuborg Strong in May 2010 witnessed great response from the consumers and industry, he said.