New Delhi based Pearls Wines to import & distribute VB beer in India
Australia’s highest selling iconic beer brand VB was launched in New Delhi recently by The Australian Trade Commission, the trade and investment promotion agency of the Australian Government.
Mr Michael Carter, Trade Commissioner, Australian Trade Commission
addressing at the Launch of Australian "VB Beer"
Australia’s highest selling iconic beer brand – Victoria Bitter, or more fondly known as ‘VB’ was launched in New Delhi recently by The Australian Trade Commission, the trade and investment promotion agency of the Australian Government.
VB was launched at a function on 20 January 2010 in a lead-up to the Australia Day celebrations in New Delhi.
VB – The Beer
Australia’s favourite beer, VB has a history dating back to 1850s. VB is an Australian beer with the highest market share of all beer sold in Australia having held this dominant position for the last 20 years. It is brewed by Carlton & United Breweries, a subsidiary of Foster s Group.
VB is the classic Australian lager, clean and crisp in taste. Its quality starts in the hop and barley fields, with Australia’s finest producers contributing their crop to VB. More Australian hops and barley go into VB than any other beer.
VB in India
In India VB will be available in 375 ml bottles and cans. VB is targeted at the younger audience in India and it will initially be available in NCR in Gurgaon, Faridabad & New Delhi followed by Punjab, Himachal Pradesh, Haryana, Mumbai, Goa, Chennai and Kerala targeting five-star hotels and A-class restaurants.
Pearls Wines
New Delhi based Pearls Wines will import & distribute VB beer in India. Pearls Wines, a division of PGF Limited has been importing and distributing a range of Australian and other foreign liquors in and across India. Pearls Wines imports Rock Energy Drink, Ignite Vodka and drinks, Multivitamin Mineral Water. The Pearls group have established beverage (wine and energy drink) distribution channels throughout India and have partnerships with key hospitality and specialist retailers across India.
The Pearls group is involved in infrastructure, building & construction, tourism and hospitality; food and beverage; agri-business; financial services; healthcare; education, and media services. The Pearls Group has an active Australian business interests involving Australia that includes import of wines, spices, almonds and agri-products. The Pearls Group recently invested A$100 million to undertake hotel & property development projects across Australia.
Brett Lee as the Brand Ambassador; Sponsorship of Hockey & Beer Fests.
In its home country, VB supports many of the country’s top sporting teams, including the Australian Cricket Team and the national Rugby League team, the VB Kangaroos. Following VB’s involvement with elite sports, Pearls Wines has signed up Australian cricketer Brett Lee as the brand ambassador and are also supporting the Hockey Championships for the period 2009 to 2013 as sponsors.
Pearls Wines will organise exclusive “Beer Fests” with the diplomatic & expatriate community, business and sports networking clubs in Delhi, Mumbai, and Chennai.
Speaking about the launch of VB in India, Mr Michael Carter, Trade Commissioner, Australian Trade Commission said, “India is increasingly becoming a key market for Australian brands, with discerning consumers looking for new & exciting tastes. In the competitive Indian beer market, where capturing a key market segment and establishing a strong brand presence and brand identity is paramount, there is room for new entrants like VB to carve out a sustainable market share and contribute to growing the segment.
”The Indian beer industry has been growing at 14 to 15% per annum over the last 10 years and the beer market is expected to grow from 1225 million litres in 2008 to 2017 million litres in 2013, translating into a US$ 5.7 billion beer market. The growth in the beer market has encouraged Foster’s Group to partner with Pearls Wines to launch and distribute VB in India”, added Mr Carter.
According to Mr Rikhab Jain, General Manager, Pearls Wines, “We have set ourselves a target of 25,000 cases for the quarter commencing January 2010. In the next one year the target is one lakh cases and we aim to have a 12% market share of India’s beer market for VB by 2012 and 26% market share by 2014”
For more information on trade representation of VB and partnerships with Pearls Wines, please contact Mr Rikhab Jain, General Manager – International Operations, Pearls International at rikhabjain.ncisl@gmail.com or at +91 93129 85066
Doing Business with Australia
For more information on accessing Australia’s supply capabilities across the spectrum of food and beverages from Australian companies, please contact Michael Carter, Trade Commissioner, Australian Trade Commission at michael.carter@austrade.gov.au or at +91 11 4139 9961 or visit www.utsavaustralia.in