AB InBev wants premium brands to make up 50% of its total sales

Anheuser-Busch InBev, the world’s biggest brewer, said it wants its premium portfolio to account for nearly half its total business in India, a market dominated by mass-market rivals.

The Belgian drink and brewing company generated a fifth of its sales from premium brands in India when it took over SABMiller four years ago. The share of premium brands has now increased to more than 35%.

“This is my singular mandate – how do we drive the right mix change?” said Kartikeya Sharma, in his first interaction after he was made South Asia president at AB InBev, which sells Budweiser and Corona. “Our strategy is firmly anchored in the premium segment that is growing three-four times the total industry. We are ready to challenge the incumbent leader in marketplace.”

United Breweries, which owns Kingfisher brand, is by far the leader in the beer segment in India, controlling more than half the market while AB InBev is a distant second with about 20% share. However, AB InBev has more than 65% share in the premium space.

Source:- Economic Times

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