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Delhi: Asia Pacific Breweries (Aurangabad) Limited (APBAL), a 76- per cent
subsidiary of Asia Pacific Breweries Limited (APBL), today launched its Baron''s
Strong Brew in India. Baron''s,
a corporate brand of APBL, is the first international premium strong beer to be
brewed and launched by APBAL in India. Baron''s Strong Brew will cater to the strong
beer segment, which contributes to over two thirds of beer volumes in the country.
Asia Pacific Breweries Limited (APB), one of the key players in the beer industry,
is a joint venture between the Fraser and Neave group of companies and Heineken
of Holland. APB was established as Malayan Breweries Limited (MBL) in 1931. Brewed
under the supervision of Heineken NV''s technical wing, Baron''s Strong Brew uses
European malt, hops and yeast and offers Indian consumers a strong, high quality
premium beer. "Baron''s
honours the fine European tradition of brewing", said Johan De Deyn (brewing
manager, APBAL). While its basic ingredients stay original, the taste has been
refined to suit the Asian palate - full bodied, flavourful and strong. Furthermore,
the aromatic hops and imported pale malt give it fruity notes and a refreshing
aroma. Vivek
Chhabra, regional director, South Asia and group business development, APBL, said,
"India is one of the fastest growing beer markets in the world and we are
very excited at the launch of our leading international premium strong beer brand
in India. Baron''s Strong Brew is an award winning international premium strong
beer and aims to pioneer the development of the international premium strong beer
segment in India." The
company says Baron''s has won awards and accolades including the prestigious Brewing
Industry International Awards Brewing Technology Services (London) and the Sial
D''or Paris Salon International de l''Alimentation. Baron''s Strong Brew projects
an image of honesty, realness and respect - not only for himself but also for
others.  According
to Ravi Kaza, chief operating officer for APBAL, said, "We believe Baron''s
Strong Brew''s European heritage and superior taste will be a draw to many discerning
beer drinkers and we shall further leverage these merits to enhance the brand''s
appeal and connection with our consumers".
The
Indian market is seeing strong growth with the market closing at an estimated
10.8 million hl year at the end of March 2007. While the CAGR for the past five
years is around 13 per cent, the industry is reported to have grown at 18 per
cent and 27 per cent respectively in the last two years. Mild beer and strong
beer are forecasted to grow at 14 per cent and 18 per cent CAGR respectively for
next five years. The
total Indian beer market is expected to touch 300 million cases (23.3 million
hectolitres) by 2012. It
went on to open its first brewery in Singapore and launched the award-winning
Tiger Beer a year later. MBL
was renamed Asia Pacific Breweries Limited in 1990. Today, APB has 32 breweries
in 11 countries, which will increase to 35 breweries in 12 countries by 2008.
Managing a portfolio of over 40 beer brands and variants including Tiger, which
is available in over 60 markets globally, APB is also the name behind Heineken
in six markets in the Asia Pacific region.
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