India
Business Overview
In 2007, Anheuser-Busch and Crown International formed Crown Beers India Ltd., a joint-venture to brew, market and distribute beer in India. The joint-venture included a new 500,000-hectoliter brewery in the southern city of Hyderabad. In June 2008, Anheuser-Busch purchased the remaining 50 percent ownership of the Crown Beers India Ltd. joint venture. The acquisition included the joint venture’s brewery.
The first locally-produced Budweiser was available in southern and western India in June 2007.
Brands
Budweiser is available in 330-ml and 650-ml bottles. Armstrong, a full-bodied strong beer, is available in 650-ml bottles.
Brewing
Budweiser and Armstrong are brewed at the brewery in Hyderabad.
Key Marketing Activities
Bud Cup: A six-on-six football tournament with 16 teams from around the world. India hosted qualifying tournaments in Andhra Pradesh, Goa, Karnataka and Maharashtra. The national championship was in Mumbai with the winning team representing India in the international finals at Manchester United’s Old Trafford in Manchester, UK.
Budweiser Clubbing: Igniting the club scene in India, Budweiser Clubbing showcases top international DJs in major Indian cities. The program plans to bring eight to 10 world-class DJs to India each year.
Budweiser Life: A series of events across India offering sports and adventure enthusiasts the opportunity to experience the Budweiser lifestyle. Events include a series of 4-wheel-drive off-road rallies.
Market Potential
While India ranks low among the world beer markets, the country has tremendous long-term potential for Anheuser-Busch. In the last five years, the country has witnessed a compounded annual growth rate of 12 percent. Overall consumer consumption continues to grow at more than 20 percent annually. The strong Indian economy and a growing middle class have contributed to this growth.