Sabmiller to Launch a New Strong Beer, Miller Ace

SABMiller: Photography of beer culture in India. An employee watches over the bottling line at Aurangabad brewery. Aurangabad brewery is one of ten breweries owned by SABMiller India.  Mandatory credit: One Red Eye/Philip Meech
SABMiller: Photography of beer culture in India. An employee watches over the bottling line at Aurangabad brewery. Aurangabad brewery is one of ten breweries owned by SABMiller India. Credit: One Red Eye/Philip Meech

If reports are to be believed, strong beer market is really heating up and truly it should, SABMiller recently rebranded its Fosters Strong as Fosters Gold and now planning to launch another strong beer, Miller Ace.

Continuing with its aggressive marketing campaign and urge to play a dominant role in strong beer segment which comprises of 80% of beer sales India, SABMiller is visiting its entire portfolio.  SABMiller has is present in India since 2000 and for all its brands, it has Mild and Strong beer category, Miller was missing the strong beer brand. Miller High Life is considered to be under premium segment in direct competition with Budweiser & Heineken.

Miller Ace is being introduced in the market to compete with premium strong beer market which puts in direct competition with Carlsberg Elephant and Budweiser Magnum. The livemint report further quotes, Miller Ace is expected to be launched before the end of this financial year, would be SABMiller’s priciest strong beer.

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