Q3. Derek Jones, Marketing Director of SABMiller India said, “With the changing lifestyle and rise in disposable income of consumers, more and more people are looking for innovative products in every segment including beers. We see a huge opportunity in India as it is no more a taboo to consume beer, consumption is on the rise and young consumers are open to experimentation today. We aim to bring the authentic Indian flavor and character to the world of beer. Seeing the vast opportunity, Saab Miller India launched a flavoured beer, named “Indus Pride”. It is the first to be brewed with spices to pair it with Indian gourmet cuisine. It is made from the finest hops complemented with authentic spices to form a burst of Indian flavor. Initially Indus Pride had four variants: Citrusy Coriander, Citrusy Cardamom, Spicy Fennel and Fiery Cinnamon. “Indus Pride captures a truly Indian taste profile and represents the Indian specialty beer segment. It taps into the sensorial experiences of the consumers and is a perfect pairing with Indian gourmet cuisine. We are confident of an encouraging response from the consumers,” Jones added.
SABMiller India, the second largest brewer in the country and the Indian arm of the world’s second largest brewer SABMiller PLC entered the Indian market in the year 2000 by acquiring Narang breweries and has since acquired several breweries and brands. The most notable being its acquisition, in June 2001, of Mysore Breweries (with its Knock Out brand) and in May 2003 of Shaw Wallace’s beer brands (Royal Challenge & Haywards). Indus Pride was first launched in 2008 in Rajasthan and rolled out across Karnataka thereafter. The company decided to go for a mainstream offering of alcohol free 100% malt beer, which was lesser relevant to the Indian consumer at that time.
In 2012, SABMiller has rejigged its local innovation Indus Pride by brewing