Hot on the heels of the VB Chip being launched in Australia, the beer itself has been launched in India.
VB was launched at a function in New Delhi yesterday by The Australian Trade Commission in the lead-up to the Australia Day. The beer will be available in 375 ml bottles and cans and will be targeted at a younger market. VB is being imported by New Delhi based Pearls Wines who have also signed on Cricketer Brett Lee as the Brand Ambassador.
Speaking at the launch Australian Trade Commissioner Michael Carter said India was a developing market for Australian businesses.
“India is increasingly becoming a key market for Australian brands, with discerning consumers looking for new & exciting tastes,” he said.
“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.”
Mr Carter said 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. This translates into a beer market worth US$ 5.7 billion.
Mr Rikhab Jain, General Manager, Pearls Wines, said his company had set a target of 25,000 cases for the quarter commencing January 2010 and had set the ambitious targets of a 12% market share by 2012 and 26% market share by 2014.*From a media release