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AB InBev unveils Beck’s Ice in India; Forays into strong beer category
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Tuesday, 31 July, 2018, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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Anhueser Busch InBev (AB InBev), the world’s leading brewer, has launched Beck’s Ice in Maharashtra and Karnataka, foraying into the premium strong beer category. Brewed with 100 per cent pure malt, it is available in 650ml bottles, priced at Rs 175 in Maharashtra and Rs 140 in Karnataka.
It was unveiled with a 360-degree launch campaign, comprising a digital film, a social media campaign, outdoor, consumer promotions, experiential formats, etc. Commenting on the launch, Kartikeya Sharma, marketing director, India, AB InBev, said, “We are delighted to introduce Beck’s Ice to our consumers in India.”
“With over 19 million people entering the legal age for drinking every year, we are about to see a huge shift in how these consumers engage with the category with increasing consumer preference towards easy-going lager,” he added.
“In India today, only one in eight women enjoy a beer, compared to one in two in more mature markets. This is set to change and we’ve built Beck’s Ice to appeal to these unisex consumers,” Sharma said.
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