Carlsberg India Introduces the 'New Royalty of Strong Beer'

Company Brief

Gurgaon, September 19, 2011

Carlsberg India Pvt Ltd (CIPL) – the Indian subsidiary of the world's fourth largest brewer – Carlsberg Group, today announced the launch of its super premium strong beer ‘Carlsberg Elephant’ in the Indian market. Strong like its namesake in both strength and character, Carlsberg Elephant is a full bodied full flavour beer positioned as the ‘the New Royalty of strong beer’. With the introduction of Carlsberg Elephant, Carlsberg India brings to its consumers a super premium strong beer variant of its flagship brand Carlsberg and with this addition the company now boasts of a strong brand portfolio comprising Carlsberg, Tuborg Green, Tuborg Strong and Palone 8.

In its fourth year of operation, CIPL has recently adopted the global repositioning of its flagship brand ‘Carlsberg’ and relaunched its biggest volume driver into the market as Palone 8. Performing well across all regions, CIPL registered significant growth of 55% (YTD June 2011) compared to the same period last year. The company’s all India market share was 7% value share (6% vol share) Jan-June 2011, up from 4.1% during the corresponding period last year.

Says Soren Lauridsen, Managing Director, Carlsberg India: “2011 is a significant year for us. We are delighted to introduce Carlsberg Elephant to build upon our strategy of creating a super premium strong beer category in the market. We made a head start in this direction with the introduction of Tuborg Strong last season and are immensely pleased with the results that reflect consumer endorsement of our thinking.

“Carlsberg Elephant targets an evolved consumer – a social drinker, affluent, discerning and contemporary, one who appreciates refined things in life and seek luxury experiences. Our product offers its consumers a choice to trade up in the strong beer category and yet retain the core attributes of one’s personality like strength of character, consistency, conviction and sophistication. With Carlsberg Elephant we are addressing a very potent section of the beer consuming TG that is willing to pay a premium for superior quality strong beer which fulfills a latent need for sophistication and new royalty”.

The total beer consumption in India stood at 17 million-hectolitre (1 hectolitre = 100 litre) in 2010, of which, strong beer consists of 80% of the market. Most of CIPL’s strategic efforts are targeted to tap this category of the beer market.

The Elephant on the beer’s label are inspired by the two pairs of life-size, Elephant statues which form part of the main entrance to Carlsberg’s brewery in Copenhagen. The Elephant Gate has become a famous Danish landmark and gives visitors to the brewery a majestic welcome.

Carlsberg Elephant is priced between Rs 100-125 for a 650 ml bottle depending on the market present. It is strong like its namesake in both flavour and alcohol content, offering adventurous beer drinkers a unique and exotic taste experience.

Carlsberg Elephant is available in three packaging sizes of 330 ml bottle, 500 ml can and 650 ml bottle and is being brewed out of CIPL’s breweries.

For further information, please contact:

Edelman India

Ankita Chopra

Mobile: +919999161393

Email: Ankita.Chopra@edelman.com