Three of the world’s largest brewers have formed a trade advocacy group aimed at bolstering the Indian beer industry.
AB InBev, Heineken’s United Breweries and Carlsberg are establishing the Brewers Association of India (BAI), an advocacy group to push the government for favourable regulations. The BAI states it wants to drive “innovation, moderation and sustainability” in the Indian beer market.
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The trade group is being created in partnership with the World Brewing Alliance (WBA). The WBA draws together producers and brewing associations from across the world, including the UK, US, Australia, Brazil, Europe, Nigeria, Japan and Latin America.
The BAI is being led by AB InBev, Heineken’s Unite Breweries and Carlsberg, the three of which account for 85% of India’s beer sales.
Carlsberg operates seven breweries in India, Unite Breweries owns 19 and AB InBev’s Indian wing runs ten. Collectively, all three employ – directly and indirectly – roughly 7,000 workers across the country.
“There are many barriers to the growth of India’s beer category, including inequitable taxation, accessibility and the ease of doing business,” AB InBev India president Kartikeya Sharma said.
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By GlobalData“We will continue to advocate to unlock a new era for the beer category. This launch reflects our confidence in the potential of the Indian beer industry and our dedication to driving its growth.”
The international brewer’s advocacy group will be headquartered in Delhi. It will be led by Vinod Giri, who previously led the Confederation of Indian Alcoholic Beverage Companies.
“I have spent over a decade with the beer industry in India and abroad, so it’s a homecoming for me,” Giri said.
“Beer is the globally preferred form of alcohol, many times larger in size than the higher strength alcohol. Governments all over the world actively shape regulatory policies to guide consumers toward low-alcohol beverages such as beer. BAI is a great platform to align India with the international consensus of moderate and responsible drinking.”
