Magnum has been launched to appeal to strong beer guzzlers who want to trade up, industry insiders say. ABInBev India confirmed the launch but was denied comment.
The premium strong beer segment has seen several new entrants in Carlsberg’s Tuborg Strong and SABMiller’s Foster’s Strong.
India, unlike other beer markets, is unique because strong beer (with alcohol content higher than 5%) dominates consumption. Carlsberg’s MD Soren Lauridsen says between January and April 2012, strong beer’s contribution expanded from 80% of the market to 85%.