Australian beer Victoria Bitter flows into India
New Delhi: Global spirits major Fosters today launched its iconic Australian beer brand Victoria Bitter (VB) in India.
The beer will be available in 375 ml bottles and cans, and is targeted at the younger generation in India by New Delhi-based Pearls Wines, which imports and distributes a range of Australian and other foreign liquors across India.
VB, a dominant player in the Australian beer for the last 20 years, will be initially available in the National Capital Region followed by Punjab, Himachal Pradesh, Haryana, Mumbai, Goa, Chennai and Kerala.
As part of the promotion campaign, Pearl Wines has signed up Australian cricketer Brett Lee as the brand ambassador and would also sponsor hockey championships during 2009-2013.
"The Indian beer industry has been growing at 14 to 15 percent per annum over the last 10 years and the beer market is expected to grow from 1,225 million litres in 2008 to 2,017 million litres in 2013, translating into a $5.7 billion beer market," said Australian Trade Commissioner Michael Carter. (IANS)