Indiantelevision.com Team

(26 September 2007 1:30 pm)

MUMBAI: Carlsberg All Malt Premium Beer has been launched in India.

The brand aims to establish itself as a leading player by creating a strong presence in the metros and gradually rolling out in other parts of the nation.

It aspires to live up to its tagline It doesn’t get any better than this through its premium, high quality product.

Priced significantly higher than domestic competition and being launched in 650 ml and 330 ml bottles, Carlsberg All Malt Premium Beer aims to open up the super premium beer category in India. A ‘mild’ beer, it is spiced with a Carlsberg Aroma Hop to give it a spicy flavour and fruity aroma.

Brewed from 100 per cent imported malted barley; the barley is harvested, quality checked and cared for as the single most important ingredient of this beer.

Carlsberg Breweries CEO Jorn P. Jensen said, “Carlsberg is a dynamic, international provider of beer and beverage brands, bringing people together and adding to the enjoyment of life.We are extremely pleased to announce the launch of Carlsberg All Malt Premium Beer in India.

"With this launch we will be able to offer Indian consumers a high quality super premium beer that is available in more than 150 countries and is one of the fastest growing beers in the world”. Founded in 1847 in Denmark, it is renowned for its consistent high quality. Expansion and dynamic marketing, together with streamlining and innovation has made it a strong leading international brand in its category. Carlsberg produces beer and other beverages at 95 sites in 50 countries, selling more than 85 million beers every day.

Carlsberg Asia senior VP Jesper B. Madsen said, “We see a huge potential for growth in the Indian market, primarily driven by the increasing purchasing power and the expected deregulation of the industry. As the growth in the Western European markets remains even, Asia and indeed India becomes even more important for Carlsberg to continue our strong performance as a global player in the beer industry. India is a market of huge strategic importance and we are committed to continue investing in this country”.