SABMiller India, the second largest brewer in the country and the Indian arm of the world’s second largest brewer SABMiller PLC, launches Indus Pride, India’s first beer brewed with authentic Indian spices. A pioneer in Innovation, SABMiller India has set a benchmark in the beverage industry and the Indian beer market with this completely unique offering for its consumers.

Indus Pride evokes pride in Indian choices amongst consumers, being the first Indian beer where finest hops are complemented with authentic Indian spices to form a burst of Indian flavor. Initially available in four variants – Citrusy Coriander, Citrusy Cardamom, Spicy Fennel and Fiery Cinnamon- Indus Pride taps into the sensorial experiences of the consumers and is targeted to be the perfect pairing with Indian gourmet cuisine. The Indian connect is further strengthened through the packaging which uses Indian symbolism and color palette. The beer is priced at Rs 85/- for a 330ml bottle.

Indus Pride is targeted at individuals who are socially versatile, regular consumers of premium beers and proud of India’s emergence. Indus Pride is a premium offering with a metro focus and is being launched in Pune, Mumbai, Delhi, Gurgaon, Chandigarh, Kolkata and Bangalore.

Mr. Derek Jones, Marketing Director, SABMiller India said, “With this launch, we aim to bring the authentic Indian flavor and character to the world of beer. Indus Pride captures a truly Indian taste profile and represents the Indian specialty beer segment. We see a huge opportunity in India as the beer consumption is on a rise with the legal drinking age consumers more open to experimentation today. With the changing lifestyle and rise in disposable income of consumers, more and more people are looking for innovative and interesting products in every segment including beers. Indus Pride is a beer brewed in India for the people of India and the rest of the world. We are confident of an encouraging response from the consumers.”

SABMiller India has been at the forefront of innovation in the Indian beer industry. SABMiller India was the first company to introduced beer in PET bottles and has one of the widest range of pack sizes in India, which includes 650 ml bottle, 330 ml bottle, 250 ml bottle, 500 ml can, 330 ml can, 50 litre draught and 30 litre draught.

[b][i]About SABMiller India [/i][/b]

SABMiller India, the Indian arm of SABMiller PLC is one of the leading brewers in the country. The company serves the market with ten breweries with popular brands such as Haywards, Knock Out, Royal Challenge, Foster`s, Miller High Life and Indus Pride and also markets its premium international brand Peroni Nastro Azzurro.

[b][i]About SABMiller Plc[/i][/b]

SABMiller plc is one of the world's largest brewers with brewing interests and distribution agreements across six continents. The group's wide portfolio of brands includes premium international beers such as Pilsner Urquell, Peroni Nastro Azzurro, Miller Genuine Draft and Grolsch, as well as leading local brands such as Aguila, Castle, Miller Lite, Snow and Tyskie. SABMiller is also one of the world's largest bottlers of Coca-Cola products.