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M. Somasekhar

"We will also launch the Budweiser regular brand in 330 ml and 650 ml bottles."

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Hyderabad Feb. 28 Crown Beers India Ltd, the newly formed 50:50 joint venture between the Hyderabad-based Crown Beers Ltd and the US-based Anheuser-Busch International (A-B I), will launch a strong beer brand `Amstrong' in India this summer.

To be brewed at the facility set up under the joint venture at Mallepally village near Sangareddy, about 120 km from Hyderabad, Amstrong will be available in 650 ml bottles from April 2007.

The strong beer with about 7-7.5 per cent alcohol content is being launched for the first time in the country, according to Mr K.V.D. Prasad Rao, Joint Managing Director of Crown Beers Ltd.

While declining to disclose the details of his company's joint venture with the St Louis-based manufacturer of the globally popular Budweiser brand of beer, Mr Rao said the 5 lakh hectolitre capacity (one hectolitre is 100 litres) brewery was ready for production. It would provide employment to about 150 people.

"We will launch the Budweiser regular brand in 330 ml and 650 ml bottles in April-May 2007 for the domestic market. A brew master from A-B International is overseeing the entire manufacturing chain to ensure that the beer is produced as per their international standards," Mr Rao told Business Line.

Initially about 50,000 cases per month (one case is equivalent to 7.8 litres) of Budweiser regular would be brewed at the facility. The company plans to use the remaining capacity for contract manufacturing for United Spirits and Thunderbolt for Mount Shivalik Breweries, he said.

The entry of Budweiser and Amstrong is expected to further heat up the country's growing beer market especially in Andhra Pradesh, which is a market leader now.

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