Tasmac to Introduce Four New Beer Brands from Other States, Prices Starting at ₹250

The four brands include Heineken Silver Premium Malt Lager Beer, supplied by United Breweries from its manufacturing facility in Karnataka; Simk Series Strong Premium Beer from Chhattisgarh-based Sona Beverages Ltd; and Lee Mount Premium Strong Beer and Stok Strong Beer, both supplied by Mount Everest Breweries Ltd from its manufacturing plant in Mysuru, Karnataka.

Sources at Tasmac indicated that the corporation’s board had completed price negotiations for the four beer varieties. The proposed additions will undergo the remaining approval and registration procedures before commercial distribution begins. Following the board’s decisions, the proposals will be forwarded for approval, after which the state excise department will issue the necessary label registrations.

According to officials, all four brands are likely to reach retail shelves by the end of this year. Their introduction is expected to broaden Tasmac’s beer portfolio by bringing additional products from breweries operating outside Tamil Nadu into the state’s regulated retail market.

Currently, Tasmac procures 21 beer varieties from seven breweries within Tamil Nadu, alongside imported beer brands available through its elite retail outlets. The corporation has gradually expanded its procurement network to include manufacturers from other states, providing consumers with access to a wider selection of beer products.

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In 2023, Tasmac relaxed its procurement conditions for the first time to facilitate the sourcing of beer from other states. The move enabled the introduction of brands such as Woodpecker into the Tamil Nadu market and marked a shift in the corporation’s sourcing strategy.

The planned addition of four more brands reflects Tasmac’s continuing efforts to diversify its product range while expanding procurement beyond local breweries. Once the necessary approvals and registrations are completed, the new beers are expected to strengthen competition within Tamil Nadu’s beer segment and increase the variety available to consumers across its retail network.