| The Denmark-based company, Carlsberg has advanced its India foray by about 18 months, underscoring hectic competition among foreign beer makers for a share of one of the world's fastest growing beer markets, reports Economic Times.
Promoted globally as "probably the finest beer in the world", Carlsberg is now available for Rs 135 (US $3) in its trademark green 330 ml bottle. In Goa, it is cheaper at Rs 125. Until now, Carlsberg beer's availability was restricted to grey markets, duty-free shops and five-star hotels.
Carlsberg's move to advance its launch comes close on the heels of the plans of the UK-based Cobra to invest up to $10 million for brand promotion and marketing. Both foreign beer majors have indicated their intentions of building greenfield breweries.
Though Rs 135 per bottle is a high price to pay compared to the domestic beer brands, the company is likely to set a comparable price once the brewery starts rolling out bottles of Carlsberg in Alwar, Rajasthan, in 2008 reports the paper.
The Indian beer market is estimated at 8 million hectoliters a year. This market is among the largest markets in Asia in terms of projected growth. Currently, United Breweries-owned Kingfisher dominates the market, with annual sales of about 36 million cases.
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