SABMiller India launches Miller ACE


Press Release: SABMiller India the Indian arm of the global brewing giant SABMiller plc launched Miller ACEabove its milder variant Miller High Life. Miller ACE comes with a bolder taste and a higher ABV (alcohol by volume). With this launch SABMiller India forays further into the fast growing premium beer segment and will address the increasing consumer demand for world class quality premium beers in India.

Miller ACE is an American style premium beer and is brewed to perfection by using a perfect blend of pale and caramel malt, with imported barley and ‘light-stable’ hops for a bold flavour and a smooth finish. Miller ACE is targeted at affluent males and females above legal drinking age that are residing in key metros and tier 1 cities. This beer will be available in a range of pack sizes including the 330ml bottle, 500ml can and 650ml bottle. Miller ACE will be priced at Rs175/- for a 650ml bottle in Mumbai and Rs140/- for a 650ml bottle in Delhi and Bangalore.

The brand is part of SABMiller’s Global Premium brand portfolio and its packaging design all the way from the bottle, the label, the can, the ring-pull crown and the superior quality carton, in which the beer is packed, have all been designed by a team of International packaging experts and top designers.

Darioush Afzali, Marketing Director of SABMiller India, comments on the launch: “With the rising of disposable income levels and aspirations of consumers in India there is a growing need for premiumization across categories including the demand for premium beer brands with an ABV between 5% and 8%. We would like to offer consumers of spirit brands an opportunity to switch to a premium beer in certain occasions. Keeping this in mind we have launched Miller ACE with a single minded objective of creating the most premium strong beer brand in India. Miller ACE will address the consumer need for a world class quality beer and we are expecting it to become consumer’s first choice of beers in the premium beer segment. The premium beer segment has been growing faster than the overall beer industry and grew at a rate of almost 40% CAGR over the past 2 years.”

The first introduction of the Miller brand in India was Miller High Life which is a classic American premium lager that is well known for its consistently crisp and smooth taste. Miller High Life was launched in 2011 and is currently the fastest growing premium mild beer in India. Miller ACE will build on this positive momentum and extend the Miller brand into the emerging “premium strong beer” segment.

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