Carlsberg launches first fruit-flavoured strong beer

Carlsberg, the Danish premium beer maker, has launched the world’s first fruit flavoured strong beer — Tuborg Booster —  in India to tap youth and female consumers.

Subodh Marwah, marketing director, Carlsberg India, said, “We did a lot of surveys and consumers complained that all strong beers taste the same. As a result, we have come up with something completely different.”

Booster is now available in West Bengal and Maharashtra and will be launched in 5-6 more markets by next month. The company also has Carlsberg brand in the premium and super premium category.

The company is looking to cash in on the growing popularity of strong beer, which now forms 85% of the $2 billion beer market, which is expected to touch 90% in two years, according to Marwah.  

Indian consumers are also looking to get more bang for their buck with strong beer.

“Moreover, for some consumers, it acts as a step-up between hard liquor and the beer category. Also, with the presence of international brands, the quality of strong beer being offered has really improved and as a result, more companies are taking to it,” said Marwah.

Carlsberg, which has seven breweries in India in six years of operations, is bullish on the prospects.

“At present, the annual per capita consumption in India is not even 2 litres per person. If you look at China, it’s about 35 litres, the US 70 litres, Germany 100 litres and Czech Republic close to 135 litres.”

United Breweries leads with about 50% market share, followed by SABMiller with 26% and Carlsberg 7%.