Carlsberg, Kingfisher or bira
The Indian liquor market, especially the beer segment, has increased rapidly in the last few years. Due to the youth population, rising income and changing lifestyle, now beer is becoming a regular consumption category in India, not just party drinks. In such a situation, the question arises that when dozens of beer brands are present in India, which beer is most liked? Carlsberg, Kingfisher or Bira?
How big is Indian beer market
India's beer market is more than ₹ 40,000 crore and it is growing at a rate of about 8-10% every year. It has about 85% stake premium and strong beer segment, which shows that the priority of consumers is moving towards strong options instead of light beer.
Kingfisher: India's oldest and famous beer
Kingfisher, which is the major beer brand of United Breweries, has been ruling the Indian market for decades. It remains the best selling beer in the country even today. Both the strong and premium variants of Kingfisher are in heavy demand in the segment. Talking about its price, you get a can of Rs 130-180 500ml. Its taste and brand value makes it popular among everyone from middle class to upper class.
Carlsberg: Strong hold in premium segment
Carlsberg is an international brand that targets the premium segment in India. The company has made a strong presence among Indian consumers through Carlsberg Strong and Tuborg (which is part of this company). Especially the urban youth likes it. Talking about its price, 150-200 rupees is the price of 500ml can. The Carlsberg group's stake is considered about 18-20% by combining Tuborg.
Bira: Millennials choice
Bira 91, despite being a domestic brand, has become increasingly popular among urban youth of India. Its fruity and light flavors make it special. Although bira is still mainly in premium and non-stone beer category, its new variants (eg bira strong) are increasing its scope. Its price is 160-220 rupees 330ml and 500ml can.
Who is ahead in the race?
Talking about the market share, even today Kingfisher remains a leading brand with about 35-40% stake. After this, Carlsberg and Tuborg together keep another large part. While Bira is moving fast, its presence is still limited to metros. Carlsberg has a market share of 18-20 percent while Bira has 8-10% market share.
In recent times, Delhi and some other states saw a decrease in availability of some brands (such as bira and carlsberg), due to government liquor shop model, stocking policy and excise licensing. This has affected the market distribution and consumers have to change the option.
This is the number 1 beer
Indian consumers have now become more brand-concealed and test-oriented. While Kingfisher is still the number 1 in the volume, the carlsberg group is moving fast in the premium segment. On the other hand, new brands like Bira have created a new space in the urban market. In the coming years, as the innovation and brand variety in the beer category will increase, the competition will become more interesting.
Source: www.tv9hindi.com
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