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Stroh's beer makes a comeback
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Saturday, 10 September, 2005, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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Flagship brand of American brewer Stroh Brewing Company, Stroh's will re-enter the Maharashtra market after a gap of seven years. The company has entered in to five-year-long arrangement with Delhi-based Mount Shivalik (makers of Thunderbolt beer) group covering production, marketing and distribution of the brand in India.
Stroh's, the American beer brand entered India in 1994 through Rajasthan Breweries and introduced canned beer for the first time in the country. It was a novelty as beer was sold mostly in big 750 ml bottles.
In Mumbai, Stroh's will compete for shelf space with South African Breweries' products including Castle Lager and UB's Kingfisher and other beer brands like Sand Piper, London Pilsner.
"Stroh's entry into Maharashtra market is on the cards," the marketing director of Mount Shivalik group, Manish Bali. It is learnt that the company has already applied for label registration with the excise commissionerate of Maharashtra Government.
The beer will be priced at Rs 60-65 in North India, however the price for the beer in Mumbai is yet to be worked out.
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