Guess what’s the next battleground for India’s two largest beer makers that are Heineken-controlled? Gujarat, a state where making, selling and drinking alcohol is banned since 1960.
The two big brewing companies -United Breweries and Anheuser-Busch InBev will soon enter the dry state with non-alcoholic beer. It is reported that while UB will make its foray into Gujarat with non-alcoholic beer Kingfisher Radler this week, AB InBev is expected to join the race in a couple of months.
UB has already test-launched Kingfisher Radler in Gujarat and Karnataka. The introduction of Radler caters to a segment of health-conscious, young adults who are on the lookout for a refreshing new alternative, UBL said in a regulatory filing.
The product would be made widely available across outlets carrying soft drinks, through company’s new distribution network for non-alcoholic beverages.