BREWER AB INBEV PLANS WHISKY AND GIN LAUNCH IN INDIA
By Susan Lewis
Credit: David Mathews
Owner of Budweiser and Corona beer brands, Anheuser-Busch InBev (AB InBev), is planning to launch new whisky and gin brands in the Indian market.
The move is said to be part of AB InBev’s larger plan to enter premium segments beyond beer.
AB InBev’s India and South East Asia President Kartikeya Sharma told The Economic Times of India that the company has seen that Indian consumers are looking to “indulge" and not abuse alcohol. Therefore they decided to come up with new products in the ready to drink, whisky and gin categories, which are ready to be launched soon.
AB InBev is already piloting Mike’s hard seltzer and will launch blended scotch and premium gin later this year.
Sharma added that being an established player in the beer segment, the company has in place the route to market channels and partners who can help launch our new products.
He said that a large part of the new investments is focused on the production side as distillation is new for the company.
However, the company emphasised that the beer category will remain their core focus.
According to the IWSR Drinks Market Analysis, whisky and gin are among the fastest-growing categories in the Indian market.
While the whisky category has been dominated by global players like Diageo and Pernod Ricard, the gin segment in India has witnessed the rise of local players.
(the writer can be contacted at: firstname.lastname@example.org)
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