Big Beer owns India…The top three brewing conglomerates there (Heineken, AB InBev, and Carlsberg) control about 90% of the beer action in that important South Asian country. But that doesn’t mean everything’s going great.
As in so many countries, Big Beer sales in India are reportedly declining, down 2% as of March – falling victim to flagging demand, shrinking store networks, high taxation and changing demographics.
And craft beer’s growth in the region (up from only two in 2008 to 50 in 2017) certainly isn’t helping.
But Big Beer isn’t giving up on the most populous democracy in the world…In fact according to then, they’re just getting started… and they’ll be introducing new premium brands, some of them from the North America, aimed at India’s more prosperous consumers.
Heineken owns 43% of United Breweries which in turn controls half of India’s beer market with flagship brands like Kingfisher, Kalyani Black Label, and Zingaro.
In an effort to shore up beer sales in India, Heineken International will be introducing Desperados, a vaguely Mexican themed pale lager that’s brewed in Croatia (you gotta love that!), Edelweiss, a wheat beer brewed for Heineken in France, and Mexican brands Sol and Dos Equis.
Indian God of Beer Image credit: Imgur.com