SABMiller introduces Castle in Hyderabad; to tap the youth

Hyderabad: SABMiller India, the world's leading brewer, has introduced Castle, its world-famous brand, in Hyderabad. It will now be available across retail outlets, bars and restaurants in Hyderabad in two convenient pack sizes of 650 ml and 330 ml.

Castle is being brewed by Mysore Breweries Ltd Bangalore, which is a subsidiary of SABMiller India, after significant technology upgrades to retain the internationally acclaimed taste and flavour.

Available in an attractive amber-coloured bottle with the famous red-and-gold label, Castle is a world-renowned beer with a balanced taste. The brand is aimed at beer enthusiasts across the age group of 25-40 and embraces the spirit of friendship and camaraderie. Castle has been introduced in Hyderabad after its significant success in many other part of the country.

Says SABMiller operations director (south and west India) David Kvalsvig: "The consumer in Hyderabad is an astute and avid beer drinker and we are delighted to offer them the Castle experience. Like in other parts of the country, we are confident of providing a consistent, quality product with great refreshing taste."

The introduction of Castle in Hyderabad signals SABMiller's intent to develop the brand presence across India and notably in Andhra Pradesh, which is now the largest beer consuming market in India. The marketing initiatives in Hyderabad will focus on innovative on- and off-premise promotions for consumers at suitable opportunities.

SABMiller India Ltd is a subsidiary of SABMiller Plc, the second-largest growing company in the world. SABMiller Plc (formed after South African Breweries Plc acquired Miller Brewing Company of the US) is the world''s second-largest brewer by volume with proforma 2001-02 lager volumes in excess of 120 million hectoliters, or over 1.5 billion Indian cases.