Mumbai, August 18, 2012: On the glitzy Saturday eve of 18th August, The Grand Ballroom of ITC Grand Central witnessed the who’s who of the town indulge in a multi-sensorial experience of India’s first specialty beer Indus Pride, brewed with authentic Indian spices. Spice Trail created an apt, aromatic and appetizing setting, evoking a pride in Indian choices among invitees.
The glitterazzi characterized by ambient Indian music, warm diffused lighting and the unhurried chatter of Mumbai’s socialites quickly transformed into a savory potpourri as every beer lover sipped Indus Pride and ventured into a voyage of fizz and flavor. Sandeep Arora, India’s renowned nosing & tasting connoisseur showcased the 4 brews while Corporate chef Manjit Gill, ITC Hotels tapped into the sensorial experiences of guests with his delectable combinations blending Indian cuisine with the subtle flavours encapsulated in the four variants of Indus Pride. World Percussion Music’ that livened up the evening ensemble, together with the fusion of flavors tickling the taste buds created the an experience exuding the very ethos of Indus Pride - India’s got taste.
Paolo Lanzarotti, Managing Director, SABMiller India said, “We are extremely excited about Spice Trail and would like to thank all the guests present today for taking out their valuable time for the event. Indus Pride is an Indian specialty beer bringing authentic Indian flavor and character to the world of beer. It captures a truly Indian taste profile and is a perfect pairing with Indian gourmet cuisine. Indus Pride is a beer brewed in India for the people of India and the rest of the world. Hope that consumers will also appreciate the beer and experiment with the perfect Indian pairing.”
Indus Pride evokes pride in Indian choices amongst consumers, being the first Indian beer brewed with authentic Indian spices to form a burst of Indian flavor. Initially available in four variants – Citrusy Coriander, Citrusy Cardamom, Spicy Fennel and Fiery Cinnamon- Indus Pride taps into the sensorial experiences of the consumers and is targeted to be the perfect pairing with Indian gourmet
cuisine. The Indian connect is further strengthened through the packaging which uses Indian symbolism and color palette. The beer is priced at Rs 85/- for a 330ml bottle. Indus Pride is targeted at individuals who are socially versatile, love to experiment and are proud of India’s emergence. Indus Pride is a premium offering with a metro focus and is being launched in Pune, Mumbai, Delhi, Gurgaon, Chandigarh, Kolkata and Bangalore.
About SABMiller India
SABMiller India, the Indian arm of SABMiller PLC is one of the leading brewers in the country. The company serves the market with ten breweries with popular brands such as Haywards 5000, Knock Out, Royal Challenge, Foster`s, Miller High Life and Indus Pride and also markets its premium international brand Peroni Nastro Azzurro.
About SABMiller Plc
SABMiller plc is one of the world's largest brewers with brewing interests and distribution agreements across six continents. The group's wide portfolio of brands includes premium international beers such as Pilsner Urquell, Peroni Nastro Azzurro, Miller Genuine Draft and Grolsch, as well as leading local brands such as Aguila, Castle, Miller Lite, Snow and Tyskie. SABMiller is also one of the world's largest bottlers of Coca-Cola products.