Carlsberg All Malt Premium Beer is officially launched in India

Company Brief

New Delhi, September 23, 2007

Carlsberg All Malt Premium Beer was officially launched in India at a press event held in the city today. Mr Jorn P. Jensen, Deputy CEO and CFO of Carlsberg A/S and Carlsberg Breweries , Mr Jesper B. Madsen, Senior Vice President Carlsberg Asia and Chairman of South Asia Breweries along with Mr Joakim Sande, Marketing Director, South Asia Breweries were present at the launch to unveil the first locally produced Carlsberg All Malt Premium Beer. The brand aims to establish itself as a leading player by creating a strong presence in key metros and gradually rolling out in other parts of the nation. It aspires to live up to its tagline ‘It doesn’t get any better than this’ through its premium, high quality product.

Priced significantly higher than domestic competition and being launched in 650 ml and 330 ml bottles, Carlsberg All Malt Premium Beer aims to open up the super premium beer category in India. A ‘mild’ beer, it is spiced with a unique Carlsberg Aroma Hop to give it a distinct spicy flavour and fruity aroma. Brewed from 100% imported malted barley; the barley is harvested, quality checked and cared for as the single most important ingredient of this fantastic beer. In 1883, Carlsberg Founder, JC. Jacobsen cultivated a yeast strain and named it Saccharomyces carlsbergensis. The results were so great that Carlsberg decided to share the product with the rest of the world. The Carlsberg bottle which is a symbol of success and has won many awards for it’s unique design has its brand name embossed down the side which makes it look impressive as well as easy to hold. With ‘All Malt’, one gets a beer with distinctive taste and smoothness that lives up to the brand’s promise to be the ‘Best beer for best moments’.

Speaking at the occasion, Mr Jorn P. Jensen, Deputy CEO and CFO of Carlsberg A/S and Carlsberg Breweries said, “Carlsberg is a dynamic, international provider of beer and beverage brands, bringing people together and adding to the enjoyment of life.We are extremely pleased to announce the launch of Carlsberg All Malt Premium Beer in India. With this launch we will be able to offer Indian consumers a high quality super premium beer that is available in more than 150 countries and is one of the fastest growing beers in the world”. Carlsberg is built on a proud 160 year old history. Founded in 1847 in Denmark, it is renowned for its consistent high quality. Expansion and dynamic marketing, together with streamlining and innovation has made it a strong leading international brand in its category. Carlsberg produces beer and other beverages at 95 sites in 50 countries, selling more than 85 million beers every day.

Sharing his views on the Indian market, Mr Jesper B. Madsen, Senior Vice President Carlsberg Asia and Chairman of South Asia Breweries said, “We see a huge potential for growth in the Indian market, primarily driven by the increasing purchasing power and the expected deregulation of the industry. As the growth in the Western European markets remains even, Asia and indeed India becomes even more important for Carlsberg to continue our strong performance as a global player in the beer industry” He further added, “India is a market of huge strategic importance and we are committed to continue investing in this country”.

Currently the company has invested in three breweries. The company has acquired Himneel Brewery in Himachal Pradesh apart from setting up two greenfield breweries in Alwar in Rajasthan and Aurangabad in Maharashtra. There are other projects in the pipeline. Carlsberg will focus on delivering a strong brand experience to its target consumer, the urban Indian male, aged 25 -35 years and is looking at reaching out to him through interesting and innovative experiential marketing initiatives to convey the heritage, value and distinct appeal of the brand.

“Increase in purchasing power and growing popularity of beer makes India a market of high potential, with 15%-30% annual growth. We plan to launch Carlsberg in key metros across India creating a new category of super premium beer range in India. The focus will be on creating a strong presence in the metropolitan cities before going into other markets” said Mr. Joakim Sande, Marketing Director India. “We want to create special moments between friends with Carlsberg Beer through a unique mode of consumer interaction and our high quality product and strongly believe that Indian consumers will raise their glasses to us”

With 120 analyses per bottle, from raw material to finished product, Carlsberg adheres to stringent quality guidelines and will provide Indian consumers a high quality premium product. Carlsberg All Malt Premium Beer will be sold through retail outlets, hotels and bars. The company will expand Carlsberg All Malt Premium Beer’s distribution across the country.

For further information contact:

Priyanki Ahluwalia

Priyanki.ahluwalia@bm.com

9811740901

Tushita Mukherjee

tushita.mukherjee@bm.com

9999690905