SABMiller India

SABMiller India launches Indus Pride
 An ode to the young , contemporary and passionate Indian

Jaipur, 6-Octoberr-2008
100% malt beer, rich in flavour and aroma
A blend of Global outlook with the vibrant passions of the young and contemporary Indian.

Jaipur,2008: SABMiller India today launched Indus Pride Premium lager – a  100% malt beer in Rajasthan. Indus pride is brewed using magnum hops and 100% malt that lend it a rich flavor and aroma, inspired by the celebrations of Indian passions

The launch of Indus Pride Premium lager in Rajasthan is in response to the growing market for mild beer in the state. Available in 650 ml and 330 ml glass bottles, the drink contains 4.8% alcohol by volume and will be available across all licensed liquor outlets in all the major cities of Rajasthan.

Jean-Marc Delpon De Vaux, Managing Director, SABMiller India said “Indus Pride is a salute to India’s diverse and passionate youth. Be it cricket, Bollywood or the Indian festivals, the richness and vibrancy is there for all to see – we look to complement it with Indus Pride.”

Commenting on the launch, Apurv Nagpal, Director Marketing SABMiller India said: “Indus Pride best complements the contemporary Indian identity – It mixes the best of a global outlook with the flavours of traditional India. The beer in its complete package is unmistakably rich Indian and is inspired by how Indians live their passions. This is in line with SABMiller’s efforts to give the Indian consumers a portfolio of brands to address varied consumer needs”

SABMiller India has also launched Indus Pride premium  malt beverage - a 100% malt non-alcoholic ready to drink beverage with a full, rich and unique flavour.

Indus Pride – 100 % Passion, 100% Malt

Indus Pride is a 100% malt beer developed using a special brewing process. It is brewed using a special recipe with 100% malt and magnum hops as key ingredients. The drink is passionately brewed by internationally remove brewmasters working together to develop a uniquely great tasting beer.


The full flavour of malt and the use of magnum hops lends the beer a rich aroma and flavour and ensures no bitter aftertaste. The Longer brewing cycle (at 18 days versus 11 days of normal largest) including 4 days at sub zero temperatures gives the beer great clarity and a smoother and rich mouth feel

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