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Australia’s VB Beer launched in India
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Friday, 22 January, 2010, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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The Australian Trade Commission (ATC), the trade and investment promotion agency of the Australian government, has launched one of the largest selling beer brands – Victoria Bitter (VB) in India.
VB was a beer with the highest market share of all beers sold in Australia having held this dominant position for the last 20 years. It was being brewed by Carlton & United Breweries, a subsidiary of Foster’s Group, the commission said.
Targeting the younger audience the beer will be available in Gurgaon, Faridabad, New Delhi, Punjab, Himachal Pradesh, Haryana, Mumbai, Goa, Chennai and Kerala in 375 ml bottles and cans.
Speaking at the launch, Michael Carter, trade commissioner – ATC, said, “In the competitive Indian beer market, where capturing a key market segment and establishing a strong brand presence and brand identity is paramount, there is room for new entrants like VB to carve out a sustainable market share and contribute to growing the segment. The Indian beer industry has been growing at 14-15% per annum over the last 10 years and the beer market is expected to grow from 1,225 million litres in 2008 to 2,017 million litres in 2013, translating into a $ 5.7 billion beer market.”
New Delhi-based Pearls Wines will import and distribute VB beer in the country.
According to Rikhab Jain, general manager, Pearls Wines, “We have set ourselves a target of 25,000 cases for the quarter commencing January 2010. In the next one year the target is one lakh cases and we aim to have a 12% market share of India’s beer market for VB by 2012 and 26% market share by 2014”
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