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Crown Beers Rolls Out Budweiser and Armstrong Beers


Crown Beers India Ltd., the joint venture between Anheuser-Busch and Crown International, announced the first locally produced Budweiser in India is now available in southern and western India in 330-ml and 650-ml bottles.

Brewed using a blend of imported and classic American aroma hops as well as barley malts and rice, Budweiser is a medium-bodied, flavorful and pure lager.

“As the Indian beer market continues to experience tremendous growth, our goal is to best position Budweiser as leading brand in the premium category,” said Stephen J. Burrows, chief executive officer and president, Anheuser-Busch Asia Pacific Operations. “Brewed locally, Budweiser will distinguish itself with Indian consumers as a great-tasting beer with unmatched quality and freshness.”

Budweiser is currently sold in hotels, retail outlets and bars in Andhra Pradesh and Mumbai. Crown Beers plans to expand Budweiser’s distribution across southern and western India throughout the summer.

Budweiser’s launch follows the joint venture’s May introduction of Armstrong, a new premium strong beer. Armstrong is a full-bodied, robust beer brewed according to time-honored brewing traditions. The beer is made from the finest barley malt and imported hops, resulting in the ultimate taste satisfaction.

“Strong beers account for nearly two-thirds of beer sales in India, and the segment continues to grow at a rapid pace,” said K.V.D. Prasad Rao, chairman, Crown Beers. “This incredible segment growth provides Armstrong with an opportunity to become the brand of choice for Indian consumers who want a stronger beer with a distinct taste and a premium look.”

Priced competitively with other strong beers available in the market, Armstrong contains 7 percent alcohol by volume. The brand is available in 650-ml bottles at retail outlets and bars across southern and western India.

Since the brand’s introduction in Andhra Pradesh, Armstrong sales have exceeded expectations as consumers have shown an appreciation for the premium beer’s taste. To meet retailer demand, Crown Beers has increased the amount of Armstrong being brewed and packaged.

“Indian beer drinkers appreciate a high-quality, great-tasting beer,” said Burrows. “With Budweiser and Armstrong, the Crown Beers joint venture offers consumers the best brand portfolio in the Indian marketplace.”

Last February, Anheuser-Busch International Inc. and Crown International formed a joint venture to brew, market and distribute Budweiser and other brands in India. The joint venture includes the new 500,000-hectoliter Hyderabad brewery completed in March. Both Anheuser-Busch and Crown International each have 50 percent ownership of the joint venture and will collaborate on all local management, marketing and sales decisions.

In addition to brewing, Srikanth Reddy, managing director, and the Crown Group operates businesses in India’s agriculture industry, through their seed production and export businesses. They also have businesses associated with industrial exports and real estate.


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