It’s Miller Time
Molson Coors India has recently re-launched the famous beer brand Miller. Molson Coors, which acquired the Miller brand globally from SAB Miller in 2016, will retail two variants in the premium segment – Miller Ace, a strong premium beer brewed especially for the Indian palate and Miller High Life, the globally renowned American styled lager beer. With these additions, Molson India now boasts of a versatile brand portfolio that includes Thunderbolt, Miller High Life, Miller Ace and Carling Strong premium beer.
Both Miller High Life and Miller Ace will now be available in 650 ml & 330 ml glass bottles along with 500 ml aluminium cans. Both variants will be initially available in Delhi, Punjab, Haryana, UP, Chandigarh, Himachal Pradesh, as a premium segment offering. Molson Coors India’s distribution will cater to demand for Miller through channels like restaurants, pubs and diners, apart from select liquor vends.
While the specially curated Miller Ace lager beer is targeted towards satiating the growing demand for strong flavors among Indian consumers, Miller High Life will retain its original mild taste and characteristic. Both variants will continue to be premium offerings apt for celebrating great moments and occasions, staying true to the brand’s global positioning ‘It’s Miller Time’.
Commenting on the launch, Ashish Kapoor, President, Molson Coors India said, “We are thrilled to bring back one of the world’s most popular beers brands to a growing market like India. With Miller, we are looking forward to creating memorable experiences and celebrations for beer lovers in the country. The rapidly growing demand for premium strong beer has encouraged us to launch Miller Ace that is crafted especially for the Indian palate along with the global favorite Miller High Life to cater to a larger audience with its milder nature.”
Molson Coors India is launching Miller at a time when India is witnessing favorable demand in the beer category. As per industry forecasts, beer sales in terms of volume are set to grow by around 7% annually in the coming years. When it comes to preference, according to All India Brewers Association, nearly 85% of country’s beer drinkers like their lager strong with up to 5% and 8% alcohol content. With both strong and mild variants in Miller Ace and Miller High Life respectively, Molson Coors India aims to cater to all types of beer drinkers.
About Molson Coors in India
Molson Coors operates through two entities in India. Molson Coors India, which was created in April 2015, following the acquisition of Mount Shivalik Brewery Ltd.’s (MSBL), it operates in Haryana and Punjab. Through the transaction, Molson Coors acquired MSBL’s entire brand portfolio, including the leading strong beer brand, Thunderbolt, and controls brewing operations in Haryana and Punjab. The other entity is Molson Coors Cobra India, a Joint Venture between Molson Coors Brewing Company and the Cobra Indian Beer Pvt. Ltd. Formed in 2011, the company is headquartered in Delhi along with a state of the art brewery located in Eastern India. Molson Coors Cobra India is chaired by Cobra Beer’s founder, Lord Karan Bilimoria and currently produces King Cobra Superior Strong Beer and Carling for the Indian Market.
About Molson Coors Brewing Company
Molson Coors Brewing Company is a leading global brewer delivering extraordinary brands that delight the world’s beer drinkers. It brews, markets and sells a portfolio of leading premium brands such as Coors Light, Molson Canadian, Carling, Staropramen and Blue Moon across The Americas, Europe and Asia. It operates in Canada through Molson Coors Canada; in the US through MillerCoors; across Europe through Molson Coors Europe; and outside these core markets through Molson Coors International. In 2012, the company was listed on the Dow Jones Sustainability World Index and named global Beverage Sector Leader. Molson Coors is constantly looking for ways to improve its Beer Print. For more information on Molson Coors Brewing Company visit the company’s Website http://molsoncoors.com.
About the Cobra Beer Partnership
The Cobra Beer Partnership is a joint venture company that combines the brewing, selling and marketing expertise of the highly successful international brewer Molson Coors, with Cobra Beer’s iconic brand and strong presence in ethnic restaurants and off-trade. Formed in May 2009, the Cobra Beer Partnership is chaired by Cobra Beer’s founder, Lord Karan Bilimoria with the day to day operations managed by Molson Coors (UK). First imported into the UK from Bangalore in 1990, Cobra Beer is now one of the strongest and best known brands in the world beer category. Cobra is brewed to a traditional Indian recipe with a modern twist for an extra smooth taste and is a great addition to the UK’s most diverse beer portfolio at Molson Coors (UK & Ireland). Cobra Beers are also one of the most highly awarded. In the Monde Selection, one of the most prestigious quality awards in the world for beer, Cobra Beer has been awarded a total of 73 gold medals since 2001.”