Beer in India

BEER IN INDIA
Euromonitor International
September 2016
BEER IN INDIA
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LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1
Trends .......................................................................................................................................... 1
Production, Imports and Exports .................................................................................................. 2
Competitive Landscape ................................................................................................................ 3
Prospects ..................................................................................................................................... 4
Category Background ................................................................................................................... 5
Lager Price Band Methodology ................................................................................................ 5
Summary 1
Lager by Price Band 2015 ............................................................................ 5
Category Data .............................................................................................................................. 6

Table 1
Table 2
Table 3
Table 4
Table 5
Table 6
Table 7
Table 8
Table 9
Table 10
Table 11
Table 12
Table 13
Table 14
Table 15
Table 16
Table 17
Table 18
Table 19
Table 20
Sales of Beer by Category: Total Volume 2010-2015 .................................. 6

Sales of Beer by Category: Total Value 2010-2015 ..................................... 6
Sales of Beer by Category: % Total Volume Growth 2010-2015.................. 7
Sales of Beer by Category: % Total Value Growth 2010-2015..................... 7
Sales of Beer by Off-trade vs On-trade: Volume 2010-2015 ........................ 8
Sales of Beer by Off-trade vs On-trade: Value 2010-2015 ........................... 8
Sales of Beer by Off-trade vs On-trade: % Volume Growth 2010-2015 ....... 8
Sales of Beer by Off-trade vs On-trade: % Value Growth 2010-2015 .......... 8
GBO Company Shares of Beer: % Total Volume 2011-2015 ....................... 9
NBO Company Shares of Beer: % Total Volume 2011-2015 ....................... 9
LBN Brand Shares of Beer: % Total Volume 2012-2015.............................. 9
Production, Imports and Exports of Beer: Total Volume 2009-2014 .......... 10
Imports of Beer by Country of Origin: Total Volume 2009-2014 ................. 10
Imports of Beer by Country of Origin: Total Value 2009-2014 .................... 11
Exports of Beer by Country of Destination: Total Volume 2009-2014 ........ 11
Exports of Beer by Country of Destination: Total Value 2009-2014 ........... 12
Forecast Sales of Beer by Category: Total Volume 2015-2020 ................. 13
Forecast Sales of Beer by Category: Total Value 2015-2020 .................... 13
Forecast Sales of Beer by Category: % Total Volume Growth 20152020 ........................................................................................................... 14
Forecast Sales of Beer by Category: % Total Value Growth 20152020 ........................................................................................................... 14
BEER IN INDIA
BEER IN INDIA
HEADLINES
2% total volume growth from 2014 to reach 2.5 billion litres in 2015
Higher state taxation, heavy rainfall and Odisha dispute impact growth rates
Imported premium lager sees strongest total volume growth of 17% in 2015
3% rise in total current value unit price seen in 2015
UB Group marginally extends lead from 2014, edging closer to 50% total volume share
6% total volume CAGR expected for forecast period to reach 3.3 billion litres in 2020
TRENDS
Beer was impacted by a number of factors in 2015, including increasing taxation in some
states towards the end of the review period. Tax hikes in Andhra Pradesh and Kerala notably
impacted sales, with the latter state increasing taxes from 50% to 70%. In Tamil Nadu, stateowned monopoly distributor TASMAC meanwhile increase prices sharply towards the end of
2014, with this resulting in a sharp beer total volume decline in 2015. Sales were also
impacted by heavy rainfall in East India, which disrupted distribution in many areas. A dispute
with the Odisha state government furthermore had a heavy impact on sales. This government
attempted to impose a 20% price reduction on beer from April 2015, with this resulting in a
number of leading players halting supplies to the state. These included Carlsberg, UB,
SABMiller, MP Beer and Devans, with these companies meanwhile accounting for an
estimated 70% combined total volume share in beer in Odisha. This resulted in shortages,
with many alcoholic drinks specialist retailers in the state only obtaining around 20% of their
sales requirements in beer for much of the year.
As a result of these numerous challenges, beer saw total volume growth plummet to just 2%
in 2015, following a review period CAGR of 8%. Stronger growth earlier in the review period
was meanwhile linked to a rising mid-income group and the growing popularity of socialising
over beer after work or studying, both in the on-trade and at home. Drinking with friends is
increasingly socially acceptable in many areas of India. Many young adults meanwhile prefer
beer to spirits due to its lower strength, particularly when drinking during the working week.
Imported premium lager displayed the fastest total volume growth of 17% to reach 2.4 million
litres in 2015. Strong growth was linked to an expanding mid-income group and a growing
focus on quality, with many young adults showing a preference for milder international beers,
especially from prestigious brands. Growth was also fuelled by widening distribution for
smaller brands in this area. Dynamic growth was however also due to a small sales base, with
imported premium lager accounting for well below half a percentage point of total volume
sales in beer at the end of the review period.
Beer saw current value unit price growth of 3% in 2015 over the previous year. While players
were forced to accommodate increasing excise duties across many states, players kept price
increases below the level of inflation in the year. Unit price growth was fairly uniform across
beer.
Domestic premium lager continues to dominate sales, accounting for 80% of total volume in
beer in 2015. India remains a country that favours strong beer, with stronger brands typically
present in domestic premium lager. Global companies thus tend to produce stronger variants
of their flagship beer brands in India, such as Carlsberg and Budweiser.
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Beer consumers continued to be predominantly male, with many brand names striving to offer
a macho image such as SABMiller's Knock Out, Mount Shivalik's Thunder Bolt and UB's
Bullet. However, the emergence of microbreweries and modern aisle-based alcoholic drinks
specialist retailers, such as those offered by Madhuloka and TASMAC, are attracting more
women to beer. Women tend to prefer lighter and sweeter options within beer.
Total volume sales of beer are dominated by the off-trade, which accounted for 79% share in
2015. This is due to the channel offering considerably lower prices. Mark-ups are high in the
on-trade, which had a unit price of INR296 for overall beer in 2015 in comparison to a unit
price of just INR135 in the off-trade.
Within the off-trade, 98% of volume sales stemmed from food/drink/tobacco specialists at the
end of the review period. These are government-licenced stores usually known as wine
shops or beer bars, with these present across the country. Hypermarkets are however
gaining share from a low base, edging further past 1% off-trade volume share in 2015, as the
number of outlets in this channel continued to expand in major cities.
Glass is the most significant packaging format for beer. This is majorly because of the strong
glass returnable scheme in the country and also the aesthetic appeal of glass, which is
associated with high quality. However, metal beverage cans are gaining share, due to the
increasing production capacity for this pack type in the country. Some players are shifting
their focus to metal beverage cans, due to these offering lower transportation and breakage
costs, while many consumers are also attracted to metal beverage cans as this pack type
offers a shorter refrigeration time compared to glass.
Non/low alcohol beer remained insignificant at the end of the review period. Some imported
brands are available in the country, such as Dutch brand Bavaria and Radeberger's German
brand Clausthaler. However, distribution remains narrow for these products, being limited
mainly to supermarkets and hypermarkets in major cities.
Craft beer remains a niche but is seeing consumer interest and sales soar. This is linked to
rising supply. From just two craft breweries in 2008, there were 45 across the country by
March 2015, with most centred around three cities. 18 are based in Bangalore, while Gurgaon
is home to 13 and Pune to six. 2015 notably saw the first major launch for a craft beer range,
with Cerana Beverages positioning itself as India's first and leading craft beer company. The
company launched the Bira 91 range in Delhi NCR, with this available via the on- and offtrade and offering both draft and bottled variants in weissbier/weizen/wheat beer and lager.
This launch resulted in a surge of interest in craft beer in Delhi, while sales are also growing
rapidly in other major cities. Millennials aged 20-35-years-old tend to be particularly interested
in craft beer, being attracted by its authentic and premium image and complex flavour.
However, sales continue to be heavily constrained by a limited range of affordable domestic
options and the extremely high price of imported products.
PRODUCTION, IMPORTS AND EXPORTS

Beer production soared in India during the review period, with domestic and international
companies alike investing heavily in expanding production capacity. This trend is partly linked
to high import duties and a focus on obtaining a wider distribution reach across the country
and partly due to the strong growth potential offered by India's rapidly expanding mid-income
group. Over the review period as a whole, production increased by 52% according to trade
statistics, rising by a further 5% in 2015 over the previous year.
There was also a sharp rise in levels of Indian beer exports, with an increase of 42% over
2010-2014. This was linked to Indian players such as UB focusing more on driving export
growth. The most significant export destinations are those with large Indian expatriate
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populations, with Singapore accounting for the largest share at 39% of overall export volume
in 2014 and the United Arab Emirates ranking second with 33% share.
Import volumes remain small in India, accounting for less than half a percentage point of
apparent consumption at the end of the review period. This is due to high import duties and
the distinct preferences of Indian consumers, who tend to prefer stronger beer. Consequently,
most multinationals offering their brands in India opt to focus on domestic production. Growing
interest in imported premium lager is however encouraging on- and off-trade players to offer a
wider range of these products, with import volume thus more than doubling in the review
period. Mexico remains the most significant importer, due to the dominance of Corona Extra
in imported premium lager.
The most recent year for which apparent consumption data is available in 2014, with trade
statistics estimating levels at 2.4 billion litres, slightly below Euromonitor International
estimates. Euromonitor International levels are based on a wider range of distribution
channels, thus being more comprehensive.
COMPETITIVE LANDSCAPE
UB is the clear leader in beer and accounted for close to 50% of total volume sales in 2015.
This company benefits from the established strength of its Kingfisher range, which has been
present for many years and has a strong reputation for quality. The company offers a wide
portfolio of beers in the low, medium and premium price bands. It also benefited from
launching more premium products towards the end of the review period, such as Kingfisher
Ultra Max. This is a stronger variant of Kingfisher Ultra and benefits from using premium
imported pilsen malts and a slow-brewing and -maturing process. The brand also features
premium packaging with black and gold labels, glass bottles and a ring-pull closure. The
company meanwhile also relaunched Kingfisher Ultra in new packaging with a white and gold
label.
Carlsberg achieved the strongest total volume share gain in 2015 over the previous year,
rising by almost two percentage points to rank third with over 11% share. This was thanks to
the success of Tuborg Strong in domestic premium lager, with Tuborg alone seeing a
percentage point share gain in the year and rising to almost 7% of overall beer. This brand
expanded distribution and production capacity, notably launching a brewery in Haryana in
2013 and one in Bihar in 2014.
Indian companies dominate beer, with UB and Mohan Meakin together accounting for 53%
total volume share in 2015. Global companies are however increasing their investment in
Indian beer. Heineken notably gained the largest share in UB in 2015, thanks to acquiring
Diageo's interests in the company. Molson Coors Brewing Co meanwhile acquired Mount
Shivalik Industries Ltd in April 2015. This deal included the latter company's entire portfolio,
including its strong beer brand Thunderbolt Super Strong and its brewing operations in
Haryana and Punjab in Northwest India. This will dramatically boost Molson Coors' operations
in India, which were previously limited to the King Cobra and Cobra brands. The new
company will account for almost 3% value share in beer at the start of the forecast period and
will come close to challenging Mohan Meakin for fourth place.
Surrogate advertising remains significant in beer in India. UB notably used strong advertising
to promote its launch of Kingfisher Ultra Max in 2015, with this being a high strength premium
beer with the tagline "Maximum taste, Maximum life." This included the
#TheOriginalSocialNetwork campaign online, with adverts starring popular actor Sushant
Singh Rajput. This campaign seeks to position Kingfisher beer as "the original social network"
prior to platforms such as Facebook and Twitter. The brand also benefited from a five-part
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video-on-demand series called Pitchers, with this featuring strong product placement. The
brand was also supported by radio advertising with the word "beer" bleeped out, with this
definitely pushing the boundaries in terms of India's alcoholic drinks advertising ban. The
company however successfully capitalised on weak regulations with regard to surrogate
advertising and the fact that the Advertising Standards Council of India only has the power to
act in response to public complaints. In addition, this advertising was enabled by a lack of prescreening for radio advertising. Kingfisher Ultra furthermore became the main sponsor of the
Indian Derby horse race in 2015, with this now called The Kingfisher Ultra Indian Derby.
New product development focused on premium products at the end of the review period. In
addition to the launch of Kingfisher Ultra Max, launches included new craft range Bira 91 from
Cerana Beverages. A major new entry in 2015 was meanwhile Mahou, which launched its first
international subsidiary in India in the form of Mahou India, investing INR12 billion. This
subsidiary operates a brewery in Rajasthan, with the company launching three brands. The
company's eponymous Mahou Spanish-style brand is thus being brewed outside of Spain for
the first time, with this offering the Mahou 5 Star at 6.7% ABV and milder Mahou Clsica at
4.8% ABV. The company also offered Dare Devil at 6.8% ABV, with this already brewed at its
Rajasthan brewery by its previous owners.
Price is the usual differentiating factor between mid-priced and premium lager. There is
however less of a price differential between domestic premium lager and domestic mid-priced
lager than there is between imported premium lager and domestic premium brands, due to
the impact of import duty. Imported premium lager is thus viewed as a super-premium option
and seen as unaffordable by many consumers. Domestic premium lager is meanwhile often
differentiated from domestic mid-priced lager by a higher ABV.
PROSPECTS
Craft beer is expected to see sales surge in many major cities in the forecast period, such as
Kolkata, Bangalore, Mumbai and Delhi. Following the success of Cerana Beverages, which
almost sold out of its Bira 91 range following its launch in March 2015, more start-ups are
likely to emerge in craft beer in the forecast period. Cerana Beverages will also continue to
expand production and distribution reach, teaming up with a local brewery in Madhya Pradesh
to produce its range from August 2016 and with a further brewery in Karnataka set to launch
production for the range in summer 2017. Craft beer is also set to become considerably more
affordable as more domestic brands are launched and economies of scale improve. Bira 91
notably saw the price of a 330ml bottle drop from INR150 to INR100 in the 12 months
following its launch.
Overall beer is expected to see total volume growth slow slightly, dropping to 6% CAGR in
comparison to a review period CAGR of 8%. This will however be mainly due to a higher
sales base, with absolute total volume growth being similar to that seen during the review
period. Ongoing strong growth will be supported by further expansion in the country's midincome group and the growing popularity of social drinking.
Many consumers will also be keen to opt for less alcoholic drinks in comparison to spirits, with
beer notably outpacing spirits in terms of total volume growth in the forecast period. This will
be due both to health concerns and a shift in focus from drinking for the purposes of
intoxication to drinking while enjoying socialising with friends. With an entrenched drinking
culture, stronger beer is however likely to remain popular in India, with many viewing stronger
beer as offering better value-for-money. While spirits dominated overall alcoholic drinks total
volume sales in 2015 with just over 50% share, it will see sales outpaced by beer by the end
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of the forecast period. By 2020, beer is expected to account for 51% total volume share in
overall alcoholic drinks.
Rising input prices of and increasing regulations from the state and national governments are
the main threats to growth for beer. If the government increases duties on input materials then
players will be forced to increase prices and could struggle to maintain profits. Further rises in
state excise duty are meanwhile also likely. Prohibition is meanwhile likely to impact beer less
than spirits, with most states focusing restrictive measures on stronger alcoholic drinks.
However, Bihar notably banned all alcoholic drinks including beer in April 2016. There is a
possibility that some other states may follow suit, although the large revenues derived from
beer excise is likely to deter many from making such a move.
Imported premium lager is expected to continue to see the strongest total volume percentage
growth in the forecast period, at 15% CAGR. Growth will continue to be driven by expansion
in the mid-income group and by a growing focus on quality, particularly among young urban
consumers. Imported premium lager will also benefit from widening distribution, particularly
via modern format alcoholic drinks specialist retailers, and from prices becoming more
affordable. This product area is expected to see the sharpest drop in unit price at constant
2015 prices in the forecast period at almost 12%. Dynamic growth will however also be linked
to a low sales base, with imported premium lager remaining a tiny niche with less than half a
percentage point total volume share in beer at the end of the forecast period.
Of the new launches seen towards the end of the review period, Kingfisher Ultra Max and
Mahou are expected to see the strongest performance. Kingfisher Ultra Max will benefit from
being carefully developed to appeal to Indian consumers, while also continuing to see
effective surrogate advertising. Mahou is meanwhile likely to benefit from offering the flavour
and quality associated with imported premium lager at a considerably lower price and is likely
to grow sales rapidly from a low base. Mahou will be particularly likely to appeal to urban
millennials due to its fashionable European image.
CATEGORY BACKGROUND
Lager Price Band Methodology
Beer brands are divided into the premium and mid-priced brackets based on their pricing. The
positioning and packaging of the brands are also taken into account in order to arrive at the
final classification. Due to the differing tax regimes employed across India, the final unit price
of beer tends to vary across states.
Popular premium brands include UB's Kingfisher Strong and SABMiller's Haywards 5000, with
these also being the best-selling beers in India. Mid-priced brands meanwhile include leading
brands such as SABMiller's Knock Out, alongside more affordable options such as Mohan
Meakin's Golden Eagle, with these performing well in rural areas due to their lower price
points. Due to the impact of high taxation in India, economy beer remains insignificant.
Summary 1
Category
Lager by Price Band 2015

Price range per litre
Premium
INR150 and over
Mid-priced
INR149 and under
Source:
Note:
Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Price bands for lager are based primarily on price but positioning and packaging are other factors that
are considered in classification
BEER IN INDIA
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CATEGORY DATA
Table 1
Sales of Beer by Category: Total Volume 2010-2015
million litres
Dark Beer
- Ale
- Sorghum
- Weissbier/Weizen/
Wheat Beer
Lager
- Flavoured/Mixed Lager
- Standard Lager
-- Premium Lager
--- Domestic Premium
Lager
--- Imported Premium
Lager
-- Mid-Priced Lager
--- Domestic Mid-Priced
Lager
--- Imported Mid-Priced
Lager
-- Economy Lager
--- Domestic Economy
Lager
--- Imported Economy
Lager
Non/Low Alcohol Beer
Stout
Beer
Source:
2010
2011
2012
2013
2014
2015
1,686.5
1,686.5
1,339.2
1,337.2
1,885.3
1,885.3
1,501.7
1,499.7
2,098.4
2,098.4
1,676.4
1,674.7
2,258.7
2,258.7
1,806.9
1,805.0
2,450.3
2,450.3
1,965.7
1,963.7
2,499.7
2,499.7
2,006.4
2,004.0
2.0
2.0
1.7
1.8
2.0
2.4
347.3
347.3
383.6
383.6
422.0
422.0
451.8
451.8
484.6
484.6
493.3
493.3
1,686.5
1,885.3
2,098.4
2,258.7
2,450.3
2,499.7
Table 2
Sales of Beer by Category: Total Value 2010-2015
INR million
Dark Beer
- Ale
- Sorghum
- Weissbier/Weizen/
Wheat Beer
Lager
- Standard Lager
-- Premium Lager
Lager
Lager
2010
2011
2012
2013
2014
2015
216,057.4
216,057.4
179,356.2
178,056.2
257,475.2
257,475.2
214,999.3
213,671.1
306,507.9
306,507.9
258,036.0
256,839.7
353,258.6
353,258.6
298,425.4
297,036.3
404,743.0
404,743.0
343,149.7
341,554.8
423,902.6
423,902.6
359,262.0
357,339.8
1,299.9
1,328.2
1,196.2
1,389.1
1,594.9
1,922.2
BEER IN INDIA
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-- Mid-Priced Lager
Lager
Lager
-- Economy Lager
Lager
Lager
Stout
Beer
Source:
Table 3
36,701.3
36,701.3
42,475.9
42,475.9
48,471.9
48,471.9
54,833.2
54,833.2
61,593.4
61,593.4
64,640.7
64,640.7
216,057.4
257,475.2
306,507.9
353,258.6
404,743.0
423,902.6
Sales of Beer by Category: % Total Volume Growth 2010-2015
% total volume growth
Dark Beer
- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
Lager
- Standard Lager
-- Premium Lager
--- Domestic Premium Lager
--- Imported Premium Lager
-- Mid-Priced Lager
--- Domestic Mid-Priced Lager
--- Imported Mid-Priced Lager
-- Economy Lager
--- Domestic Economy Lager
--- Imported Economy Lager
Stout
Beer
Source:
Table 4
2014/15
2010-15 CAGR
2010/15 Total
2.0
2.0
2.1
2.1
17.0
1.8
1.8
2.0
8.2
8.2
8.4
8.4
2.9
7.3
7.3
8.2
48.2
48.2
49.8
49.9
15.5
42.1
42.1
48.2
Sales of Beer by Category: % Total Value Growth 2010-2015
% local currency, current value growth
Dark Beer
- Ale
- Sorghum
Lager
- Standard Lager
-- Premium Lager
2014/15
2010-15 CAGR
2010/15 Total
4.7
4.7
4.7
14.4
14.4
14.9
96.2
96.2
100.3
BEER IN INDIA
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-- Mid-Priced Lager
-- Economy Lager
Stout
Beer
Source:
4.6
20.5
4.9
4.9
4.7
14.9
8.1
12.0
12.0
14.4
100.7
47.9
76.1
76.1
96.2
Table 5
Sales of Beer by Off-trade vs On-trade: Volume 2010-2015
million litres
Off-trade
On-trade
Total
Source:
2010
2011
2012
2013
2014
2015
1,349.8
336.7
1,686.5
1,503.0
382.2
1,885.3
1,666.5
431.9
2,098.4
1,782.4
476.3
2,258.7
1,923.9
526.4
2,450.3
1,962.6
537.1
2,499.7
Table 6
Sales of Beer by Off-trade vs On-trade: Value 2010-2015
INR million
Off-trade
On-trade
Total
Source:
2010
2011
2012
2013
2014
2015
139,503.4
76,554.0
216,057.4
164,793.1
92,682.2
257,475.2
195,114.0
111,393.9
306,507.9
222,843.3
130,415.3
353,258.6
253,401.6
151,341.4
404,743.0
264,680.3
159,222.4
423,902.6
Table 7
Sales of Beer by Off-trade vs On-trade: % Volume Growth 2010-2015
% volume growth
Off-trade
On-trade
Total
Source:
Table 8
2014/15
2010-15 CAGR
2010/15 TOTAL
2.0
2.0
2.0
7.8
9.8
8.2
45.4
59.5
48.2
Sales of Beer by Off-trade vs On-trade: % Value Growth 2010-2015
% constant value growth
Off-trade
2014/15
2010-15 CAGR
2010/15 TOTAL
4.5
13.7
89.7
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On-trade
Total
Source:
5.2
4.7
GBO Company Shares of Beer: % Total Volume 2011-2015
% total volume
Company
UB Group
SABMiller Plc
Carlsberg A/S
Mohan Meakin Ltd
Mount Shivalik
Industries Ltd
Anheuser-Busch InBev NV
Molson Coors Brewing Co
Foster's Group Ltd
Anheuser-Busch Cos Inc
Cobra Beer Ltd
Others
Total
2012
2013
2014
2015
51.7
24.4
5.0
3.9
2.4
51.0
26.3
6.4
3.5
2.6
48.7
26.4
7.3
3.3
2.5
49.5
25.2
9.8
3.1
2.5
49.7
23.4
11.4
3.2
2.5
1.1
0.5
11.1
100.0
1.3
0.4
8.7
100.0
1.8
0.3
9.7
100.0
2.1
0.2
7.6
100.0
2.4
0.2
7.2
100.0
NBO Company Shares of Beer: % Total Volume 2011-2015
% total volume
Company
UB Group
SABMiller India Ltd
Carlsberg India Pvt Ltd
Mohan Meakin Ltd
Mount Shivalik
Industries Ltd
Anheuser-Busch InBev
India Pvt Ltd
Cobra Indian Beer Pvt Ltd
Millennium Alcobev
(Pvt) Ltd
Crown Beers India Ltd
South Asia Breweries
Pvt Ltd
Others
Total
Table 11
2011
Table 10
Source:
108.0
96.2
Table 9
Source:
15.8
14.4
2011
2012
2013
2014
2015
51.7
24.4
5.0
3.9
2.4
51.0
26.3
6.4
3.5
2.6
48.8
26.4
7.3
3.3
2.5
49.6
25.2
9.8
3.1
2.5
49.7
23.4
11.4
3.2
2.5
1.1
1.3
1.7
2.0
2.3
0.5
-
0.4
-
0.3
-
0.2
-
0.2
-
11.1
100.0
8.6
100.0
9.7
100.0
7.6
100.0
7.2
100.0
2014
2015
LBN Brand Shares of Beer: % Total Volume 2012-2015
% total volume
Brand (Global Brand
Owner)
Company
2012
2013
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Kingfisher Strong
Haywards 5000
(SABMiller Plc)
Kingfisher Premium
Lager
Knock Out
(SABMiller Plc)
Tuborg (Carlsberg A/
S)
Carlsberg
(Carlsberg A/S)
Thunderbolt Super
Strong
Budweiser (AnheuserBusch InBev NV)
Kalyani Black Label
Strong
UB Export Lager Beer
Others
Total
Source:
UB Group
SABMiller India Ltd
26.7
13.7
26.6
13.8
27.4
12.9
27.3
11.5
UB Group
12.2
11.5
11.1
11.0
SABMiller India Ltd
8.4
8.7
8.7
8.2
3.4
4.0
5.6
6.9
3.0
3.3
4.2
4.5
Mount Shivalik
Industries Ltd
Anheuser-Busch InBev
India Pvt Ltd
UB Group
2.6
2.5
2.5
2.5
1.3
1.7
2.0
2.3
2.2
2.1
2.1
2.1
2.0
24.5
100.0
2.0
23.7
100.0
2.0
21.4
100.0
2.1
21.5
100.0
UB Group
Others
Total
Table 12
Production, Imports and Exports of Beer: Total Volume 2009-2014
million litres
Beer Production
Beer Imports
Beer Exports
Beer Apparent
consumption
Source:
Note:
2009
2010
2011
2012
2013
2014
1,493.3
2.1
16.7
1,478.7
1,684.5
2.5
26.1
1,660.9
1,883.3
4.5
32.1
1,855.7
2,096.8
5.6
37.3
2,065.1
2,256.9
4.7
36.1
2,225.4
2,448.3
5.3
37.1
2,416.5
GTIS, Euromonitor International

- indicates data not available
Table 13
Imports of Beer by Country of Origin: Total Volume 2009-2014
million litres
Beer Namibia
Beer Netherlands
Beer Pakistan
Beer Portugal
Beer Russia
Beer Singapore
Beer Spain
Beer Unidentified
Country
Beer United Arab
Emirates
Beer United Kingdom
Beer United States
Beer Vietnam
Beer Australia
2009
2010
2011
2012
2013
2014
0.1
0.7
0.0
0.2
0.7
0.0
0.0
0.2
0.0
0.6
0.0
0.0
0.0
0.2
0.0
0.5
0.0
0.1
0.2
0.0
0.0
0.4
0.0
0.1
0.0
0.4
0.0
0.0
0.1
0.7
0.1
0.0
0.0
0.1
0.1
0.1
0.1
0.1
0.0
0.0
0.0
0.0
0.0
0.0
0.1
0.0
0.1
0.1
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.2
0.0
0.0
0.0
10
BEER IN INDIA
Passport
Beer Belgium
Beer China
Beer Denmark
Beer Estonia
Beer France
Beer Germany
Beer Indonesia
Beer Italy
Beer Japan
Beer Korea, South
Beer Malaysia
Beer Mexico
Beer Others
Beer Total
Source:
Note:
0.2
0.0
0.0
0.1
0.1
0.0
0.6
0.2
2.1
0.2
0.1
0.0
0.1
0.0
0.0
0.0
0.0
0.8
0.1
2.5
0.5
0.1
0.0
0.0
0.0
0.1
0.0
0.0
0.0
0.0
2.5
0.2
4.5
0.8
0.1
0.0
0.0
0.0
0.3
0.1
0.0
0.0
3.1
0.2
5.6
1.0
0.1
0.0
0.2
0.3
0.0
0.0
0.1
1.9
0.0
4.7
1.0
0.1
0.0
0.0
0.1
0.5
0.0
0.0
0.0
0.0
0.1
1.9
5.3

Table 14
Imports of Beer by Country of Origin: Total Value 2009-2014
INR million
Beer Unidentified
Country
Beer Australia
Beer Belgium
Beer China
Beer Denmark
Beer Estonia
Beer France
Beer Germany
Beer Indonesia
Beer Italy
Beer Japan
Beer Korea, South
Beer Malaysia
Beer Mexico
Beer Namibia
Beer Netherlands
Beer Pakistan
Beer Portugal
Beer Russia
Beer Singapore
Beer Spain
Beer United Arab
Emirates
Beer United Kingdom
Beer United States
Beer Vietnam
Beer Others
Beer Total
Source:
Note:
2009
2010
2011
2012
2013
2014
1.6
1.3
1.8
3.2
4.9
2.2
0.4
10.6
1.2
0.0
4.5
3.9
0.1
20.7
4.9
30.0
3.4
4.1
8.2
9.0
0.2
5.5
2.0
0.3
0.2
0.2
37.4
10.9
33.1
3.3
4.0
20.3
6.6
0.0
0.0
0.2
6.9
0.0
2.3
0.7
0.0
93.5
0.0
14.3
1.2
29.0
0.9
3.9
2.7
36.7
4.3
0.8
0.1
0.5
11.3
3.4
0.6
0.3
140.3
0.1
11.2
1.6
27.1
1.8
6.7
0.0
56.1
5.7
0.1
9.5
12.5
1.6
0.9
6.3
82.6
16.6
1.1
0.6
26.7
1.4
7.3
0.6
62.6
3.9
0.1
0.2
6.8
27.5
0.4
1.2
0.0
0.5
3.8
88.1
0.0
22.9
0.8
0.3
3.7
48.6
3.0
4.3
0.6
0.1
7.0
89.0
2.2
0.3
1.6
5.6
125.4
2.0
4.3
8.6
200.5
2.3
0.4
7.5
262.8
5.6
0.0
0.4
0.7
240.4
15.1
0.1
0.8
297.6

Table 15
Exports of Beer by Country of Destination: Total Volume 2009-2014
million litres
11
BEER IN INDIA
Passport
Beer United Arab

Emirates
Beer United States
Beer Vietnam
Beer Norway
Beer Oman
Beer Panama
Beer Qatar
Beer Singapore
Beer Sri Lanka
Beer Taiwan
Beer Thailand
Beer Angola
Beer Australia
Beer Bahrain
Beer Belize
Beer Benin
Beer Bhutan
Beer China
Beer France
Beer Hong Kong
Beer Japan
Beer Malaysia
Beer Mozambique
Beer Nepal
Beer New Zealand
Beer Others
Beer Total
Source:
Note:
2009
2010
2011
2012
2013
2014
4.1
6.1
7.9
9.0
10.8
12.2
1.8
0.0
0.0
0.0
0.3
6.4
0.0
0.1
0.8
0.1
0.4
1.0
0.1
0.0
0.1
0.1
0.6
0.0
0.1
0.5
16.5
2.0
0.1
0.0
0.1
0.2
9.7
0.0
0.0
1.4
0.1
1.4
1.5
0.1
0.0
0.1
0.0
0.7
1.8
0.1
0.5
26.1
2.0
0.1
0.0
0.1
0.3
11.4
2.3
0.0
0.0
0.9
0.1
1.2
1.6
0.1
0.1
0.1
0.1
2.1
0.2
0.2
1.3
32.1
2.2
0.0
0.0
0.1
0.1
0.3
13.0
4.7
0.0
0.0
1.3
0.2
2.2
0.8
0.0
0.0
0.1
0.1
1.1
0.3
0.2
1.4
37.3
1.5
0.0
0.0
0.1
0.0
0.2
12.5
3.9
0.0
0.2
0.7
0.1
2.1
0.1
0.0
0.1
0.2
3.0
0.0
0.1
0.1
0.2
36.1
1.2
0.2
0.0
0.2
0.0
0.3
14.6
0.0
0.0
0.1
0.3
0.1
2.9
0.0
0.1
0.5
0.2
0.0
0.1
0.2
3.1
0.0
0.2
0.1
0.2
37.1

Table 16
Exports of Beer by Country of Destination: Total Value 2009-2014
INR million
Beer United Arab
Emirates
Beer United States
Beer Vietnam
Beer Bhutan
Beer China
Beer Hong Kong
Beer Italy
Beer Japan
Beer Malaysia
Beer Mozambique
Beer Nepal
Beer New Zealand
Beer Norway
Beer Oman
Beer Panama
Beer Qatar
Beer Singapore
Beer Sri Lanka
Beer Taiwan
Beer Thailand
2009
2010
2011
2012
2013
2014
162.4
215.0
272.6
422.4
559.0
670.3
46.3
0.1
50.4
2.3
1.9
5.2
23.1
0.4
2.4
0.3
1.2
9.2
226.2
0.2
4.2
49.0
3.7
59.6
1.8
2.7
1.5
24.8
27.8
4.1
0.4
2.4
7.8
336.5
1.6
0.8
56.5
2.3
72.7
3.7
2.2
2.7
90.8
5.5
7.1
0.8
3.1
10.2
419.6
67.9
0.3
1.0
82.1
0.2
34.1
2.2
5.7
5.3
89.1
9.4
6.8
0.7
3.3
2.9
13.1
660.4
187.3
0.4
0.1
80.7
0.2
4.6
6.5
8.7
136.8
2.3
3.3
5.2
1.5
9.4
2.2
16.4
738.9
157.6
0.3
9.5
78.1
10.5
31.5
10.6
6.8
2.2
10.0
181.7
2.7
12.6
6.3
2.7
14.3
2.2
17.0
886.8
2.2
2.2
9.9
12
BEER IN INDIA
Passport
Beer Angola
Beer Australia
Beer Bahrain
Beer Belize
Beer Benin
Beer Others
Beer Total
Source:
Note:
30.0
1.8
17.3
18.3
603.3
41.8
3.5
32.2
15.1
832.0
28.2
3.2
61.8
52.5
1,164.8
41.2
9.5
116.9
60.9
1,753.8
34.4
7.6
121.3
13.3
1,919.7
15.2
7.2
168.6
2.6
4.2
13.7
2,172.0

Table 17
Forecast Sales of Beer by Category: Total Volume 2015-2020
million litres
Dark Beer
- Ale
- Sorghum
- Weissbier/Weizen/
Wheat Beer
Lager
- Standard Lager
-- Premium Lager
Lager
Lager
-- Mid-Priced Lager
Lager
Lager
-- Economy Lager
Lager
Lager
Stout
Beer
Source:
2015
2016
2017
2018
2019
2020
2,499.7
2,499.7
2,006.4
2,004.0
2,640.2
2,640.2
2,115.7
2,113.0
2,790.2
2,790.2
2,233.7
2,230.6
2,949.7
2,949.7
2,360.3
2,356.7
3,119.5
3,119.5
2,495.7
2,491.6
3,299.9
3,299.9
2,640.2
2,635.5
2.4
2.7
3.2
3.6
4.1
4.7
493.3
493.3
524.4
524.4
556.4
556.4
589.4
589.4
623.8
623.8
659.7
659.7
2,499.7
2,640.2
2,790.2
2,949.7
3,119.5
3,299.9
Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Table 18
Forecast Sales of Beer by Category: Total Value 2015-2020
INR million
Dark Beer
- Ale
- Sorghum
- Weissbier/Weizen/
Wheat Beer
Lager
- Standard Lager
2015
2016
2017
2018
2019
2020
423,902.6
423,902.6
435,034.5
435,034.5
447,975.4
447,975.4
462,362.5
462,362.5
478,513.9
478,513.9
496,051.4
496,051.4
13
BEER IN INDIA
Passport
-- Premium Lager
Lager
Lager
-- Mid-Priced Lager
Lager
Lager
-- Economy Lager
Lager
Lager
Stout
Beer
Source:
359,262.0
357,339.8
368,032.2
365,858.5
378,411.0
375,967.6
390,236.0
387,501.8
403,653.9
400,603.4
418,328.3
414,934.4
1,922.2
2,173.8
2,443.4
2,734.1
3,050.5
3,394.0
64,640.7
64,640.7
67,002.2
67,002.2
69,564.4
69,564.4
72,126.6
72,126.6
74,860.0
74,860.0
77,723.1
77,723.1
423,902.6
435,034.5
447,975.4
462,362.5
478,513.9
496,051.4
trade sources
Table 19
Forecast Sales of Beer by Category: % Total Volume Growth 2015-2020
% total volume growth
Dark Beer
- Ale
- Sorghum
Lager
- Standard Lager
-- Premium Lager
-- Mid-Priced Lager
-- Economy Lager
Stout
Beer
Source:
2015/16
2015-20 CAGR
2015/20 Total
5.6
5.6
5.4
5.4
16.4
6.3
6.3
5.6
5.7
5.7
5.6
5.6
14.9
6.0
6.0
5.7
32.0
32.0
31.6
31.5
100.3
33.7
33.7
32.0
trade sources
Table 20
Forecast Sales of Beer by Category: % Total Value Growth 2015-2020
% local currency, constant value growth
Dark Beer
- Ale
- Sorghum
2015/2016
2015-20 CAGR
2015/20 TOTAL
14
BEER IN INDIA
Lager
- Standard Lager
-- Premium Lager
-- Mid-Priced Lager
-- Economy Lager
Stout
Beer
Source:
Passport
2.6
2.6
2.4
2.4
13.1
3.7
3.7
2.6
3.2
3.2
3.1
3.0
12.0
3.8
3.8
3.2
trade sources
17.0
17.0
16.4
16.1
76.6
20.2
20.2
17.0
15

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BEER IN INDIA

LIST OF CONTENTS AND TABLES

Lager by Price Band 2015 ............................................................................ 5

Category Data .............................................................................................................................. 6

Sales of Beer by Category: Total Volume 2010-2015 .................................. 6

PRODUCTION, IMPORTS AND EXPORTS

Lager by Price Band 2015

INR150 and over

INR149 and under

Sales of Beer by Category: Total Volume 2010-2015

Sales of Beer by Category: Total Value 2010-2015

Sales of Beer by Category: % Total Volume Growth 2010-2015

% total volume growth

Sales of Beer by Category: % Total Value Growth 2010-2015

% local currency, current value growth

--- Domestic Premium Lager

Sales of Beer by Off-trade vs On-trade: Volume 2010-2015

Sales of Beer by Off-trade vs On-trade: Value 2010-2015

Sales of Beer by Off-trade vs On-trade: % Volume Growth 2010-2015

Sales of Beer by Off-trade vs On-trade: % Value Growth 2010-2015

% constant value growth

GBO Company Shares of Beer: % Total Volume 2011-2015

NBO Company Shares of Beer: % Total Volume 2011-2015

LBN Brand Shares of Beer: % Total Volume 2012-2015

SABMiller India Ltd

Carlsberg India Pvt Ltd

Carlsberg India Pvt Ltd

Production, Imports and Exports of Beer: Total Volume 2009-2014

GTIS, Euromonitor International

Imports of Beer by Country of Origin: Total Volume 2009-2014

GTIS, Euromonitor International

Imports of Beer by Country of Origin: Total Value 2009-2014

GTIS, Euromonitor International

Exports of Beer by Country of Destination: Total Volume 2009-2014

Beer United Arab

GTIS, Euromonitor International

Exports of Beer by Country of Destination: Total Value 2009-2014

GTIS, Euromonitor International

Forecast Sales of Beer by Category: Total Volume 2015-2020

Forecast Sales of Beer by Category: Total Value 2015-2020

Forecast Sales of Beer by Category: % Total Volume Growth 2015-2020

% total volume growth

Forecast Sales of Beer by Category: % Total Value Growth 2015-2020

% local currency, constant value growth

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