back to top
Friday, June 21, 2024
34 C
Lucknow
HomeAlco-BevAnheuser-Busch InBev launches Budweiser Magnum whiskey in India, a...

Anheuser-Busch InBev launches Budweiser Magnum whiskey in India, a first for the brewer globally

Anheuser-Busch InBev has launched a whiskey brand in India, the first instance by the world’s biggest brewer to enter the category globally. The move is part of its wider strategy to enter premium categories beyond beer, especially in the world’s largest whiskey market.

“The experience we have had with beer and premiumization is a very similar trend that would play out in whisky as well. Our entry, therefore, is to place a bet on this premiumisation trend playing out in the whiskey segment which is consistent with Magnum’s positioning and extending out the same high quality cues in the adjacent category with a new blend that hasn’t been seen in India before,” said Kartikeya Sharma, president, India and South East Asia at AB InBev, which sells Budweiser and Corona.

The company has partnered Sazerac, which has a stake in John Distilleries, to make the whiskey brand Budweiser Magnum in its Goa factory. The brand is made with a corn whiskey blend imported from the US mixed with Indian malt, and will be initially sold in Goa, Maharashtra and Haryana.

In September, ET was the first to report that the American alcobev firm will enter the spirits market by launching whiskey and gin brands. While global companies such as Diageo and Pernod Ricard dominate the Scotch segment, AB InBev said there is still room to grow in the premium end with a differentiated offering.
“There is no taking away from the fact that there are manufacturers who have been in this space for a very long time. But that in no way represents an inability for a new player to enter. A validation from consumers, who in multiple line tasting sessions have rated the Magnum double barrel liquid far and ahead from the many other liquids that were put in the same research,” added Sharma.

According to IWSR Drinks Market Analysis, scotch is among the fastest growing categories with growth of 42% in 2021.

“India is unusual in that spirits demand is significantly more developed than that for beer. While there is some interplay between the two among bang-for-buck consumers, there were some signs that demand for beer was beginning to develop separately. As the largest whiskey market in the world and the second-largest importer of Scotch behind France, India has a ready audience of consumers aspiring to be Scotch drinkers. India will remain on the radar for all as a priority market, with a strategic goal of sustaining this evident premiumisation,” added the IWSR report.

India is the fifth largest market for Budweiser by volume for the American-Belgian multinational parent globally. AB InBev, which produces one in four beers around the world, generated nearly a third of its sales from premium brands in India two years ago. The contribution of pricier brands that also includes Stella Artois, Hoegaarden and Corona has now increased to nearly 60%, which helped the firm turn profitable last fiscal.

The above news was originally posted on news.google.com

Aabkari Times Editorial Teamhttps://aabkaritimes.com
Aabkari Times is a monthly news magazine on Liquor, Excise and Alcohol allied industry; being published since 2009 by the expertise of retired excise dept. associates and alco-bev industry professionals as our editorial team. Our magazine contains different new alco-bev strategic and new brand launch articles as well as news on recent govt. policies, trends on alcohol industry and other important data relevant to the distilleries and industry at the mass.

- Advertisement -

Global Insights, Indian Excise News, Industry Tips & Strategies

spot_img

- Advertisement -

-Advertisement-

You may be interested in

   

Popular all-time

More

    Teetotaller-Turned-Liquor Baron Lalit Khaitan Is India’s Newest Billionaire

    India is one of the world’s fastest-growing markets for liquor and cashing in on that trend of rising consumption is Lalit Khaitan, the country’s...

    Som Distilleries and Breweries Ltd (SDBL) Expands Beer Production Capacity at Karnataka plant

    Som Distilleries and Breweries Ltd (SDBL) has received approval from the Excise Department of Karnataka for the proposed expansion of the beer capacity at...

    Pernod Ricard bets India will bottoms up to the top

    Pernod Ricard, the maker of Chivas Regal, Glenlivet and Absolut, said it expects India to outpace the US to become its largest market globally,...

    FAQs on Gujarat’s GIFT City Liquor Regulations as Gujarat’s Prohibition Department Responds to Queries

    In response to the numerous queries from Gujarat residents, the state's department of prohibition and excise has released a set of 'frequently asked questions'...