AB InBev brews energy drink foray into India

New Delhi: Belgian drink and brewing company Anheuser Busch InBev (AB InBev) has entered into the non-alcoholic energy drink market in India by widening its Budweiser portfolio.

The company, as per its strategy, will now also focus on the fast-growing energy drink market by extending its brand Budweiser into the segment and aims to corner a 10 per cent market share in the next two years, said a company official. Anheuser Busch InBev will compete with Austrian brand Red Bull, which has a dominance into the segment, with its newly launched Budweiser Beats. "We have set an ambition of getting 10 per cent (of the market share) in next 24 months," AB InBev President – India & South East Asia Kartikeya Sharma.

The company would invest quite reasonably into brand building and marketing for Budweiser Beats. "Our expectation is to enter into the category, improve the penetration of the category to eight-nine per cent of the larger beverage segment. By virtue of driving greater penetration of this category, we aim to get a double-digit share within next two years," he said.

The company is adopting a two-pronged approach by bringing its brand Budweiser into the segment, having a good consumer connect with premium offerings and leveraging its strength on the fast-growing e-commerce platform complemented with offline distribution at mom and pop stores and modern trade outlets etc, as it has done earlier for its non-alcoholic beer Budweiser Zero. The company would have a multi-channel approach, with a greater focus on e-commerce, he said. "The brand equity of Budweiser is going to play a big role giving the consumer a reason to come and try the product," Sharma added.