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SABMiller launches Haywards Black
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Saturday, 27 January, 2007, 08 : 00 AM [IST]
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Nandita Vijay, Bangalore
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er and subsidiary of SABMiller Plc, has launched India's first genuine stout beer 'Haywards Black' in Bangalore. The brand is also available in Kolkata, Mumbai, Gurgaon and Noida.
The first stout beer to be brewed in India, 'Haywards Black' is a dark and smooth beer that is handcrafted with a rich blend of black malt originating from the world famous Caledon Valley's dark malt, pale malt and New Zealand's super Alpha hops that offers beer enthusiasts an unparalleled beer experience - the rich, smooth, mouthful taste of an authentic stout.
Haywards Black was introduced through an exclusive training session by beer expert Shatbhi Basu, which took the participants through the types, genres and nuances of beer. Shatbhi is India's leading bar consultant and a beverage trainer and is credited with establshing the first ever platform for bartenders in India, STIR - The Official Meet For Bartenders.
Commenting on the launch of Haywards Black, Vinod Giri, director-marketing, SABMiller India said, "The launch of Haywards Black is in keeping with SABMiller's intent to create consumer delight though path breaking innovations that offer India the best of the world. Haywards Black will offer beer enthusiasts an unparalleled beer drinking experience - the rich, smooth, mouthful taste of an authentic stout."
Targeted at the progressive and trendy urban youth who wants to make a statement, Haywards Black has an international look and feel, packaged in a classy black bottle with a unique die cut label with the rich black and gold colour. The richness and the premiumness of the beer reflect well in its world-class packaging which complements the class and mystique of the black brew. The Stout beer will be available at select retail outlets, bars and restaurants in Bangalore in a convenient pack size of 330 ml and shall retail at Rs 35.
According to Anand Shukla, operations director (South), "Like other evolved product categories, beer also has many varieties. Most beer markets, the world over, have evolved to offer choices that suit different kinds of taste palettes. In fact, more than just the taste palette, the choice of a beer has come to reflect on one's lifestyles, aspirations and personality."
Haywards Black is being brewed at Rochees Breweries Limited (RBL) in Rajasthan. This is the only beer in India that is dark & smooth, based on a fresh approach to brewing, using imported ingredients and fine brewing process. Dark roasted malt provides its distinctive dark colouring and smoky aroma, while a slow brewing process with special yeast creates the creamy head and a rich smooth taste that stout is so much loved for.
It is brewed under the special care of brewmasters of SABMiller, one of the world's largest brewing companies with a heritage of over a hundred years, which is setting new standards for high quality beers in India.
SABMiller India is a subsidiary of SABMiller plc, one of the world's largest brewers with 2004/05 lager sales volumes in excess of 148 million hectolitres. It has a brewing presence in over 40 countries across four continents and a portfolio of strong brands and leading market shares in many of the countries in which it has brewing operations. It employs over 38000 people worldwide. Outside the USA, SABMiller plc is one of the largest bottlers of Coca-Cola products in the world. In the year ended 31 March 2005, the group generated US$2,194 million pre-tax profit from a turnover of US$14,543 million.
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