Vi - John inks pact with Mahou San Miguel to launch Dare Devil 10000 & Mahou Cinco Estrallas in India

VI – John group, the world’s largest shaving cream manufacturing company and one of the leading manufacturers of personal care, health care & cosmetics products, today entered into a joint venture agreement with Spain’s beer major - Mahou-San Miguel, to announce the launch of two new beer brands Dare Devil 10000 Premium Strong Beer and Mahou Cinco Estrallas in the Indian market.
Packaged in an attractive bottle, Dare Devil has a pale golden color to give a unique smooth and exciting taste. Mahou Cinco Estrallas has a golden yellow color with a grainy, malty flavor which harmonizes perfectly to captivate the tongue and linger on the palate. Dare Devil is categorized as a strong beer targeted at young, modern and adventurous consumers who like to experiment and Mahou Cinco Estrallas is a premium beer targeted at the young, modern, cosmopolitan consumer who wants to enjoy a high-quality premium beer.
Bhupinder Singh Kochar, Chairman, VI-John said – “We are proud to announce VI-John’s foray into the liquor business and we see a great potential in this sector. Mahou San Miguel group is the market leader in Spain, and also the number one exporter, producing more than 75% of the national beer marketed outside Spain. We are confident that this association will be a great success and we will be able to carve out a sustainable market share and contribute to growing beer segment”.
Alberto Rodríguez-Toquero, Managing Director, Mahou San Miguel said – “We see immense opportunity in Indian market and are pleased to be associated with VI – John group.  With VI-John’s understanding of consumers in India and Mahou-San Miguel’s expertise in beer segment, we are confident that we will be successful in our venture”.
Harpreet Sachdeva, Director, Arian Breweries & Distilleries said –“ It’s our turn to add some fizz to the Indian beer Industry. The Greater scale and resources will allow additional investment in brands, Product Innovation and sales execution, also consumers and Retailers will benefit from greater choice & access to Brands, Distributors will benefit from a superior core brand portfolio, simplified systems, lower operating costs and improved chain account programs. The ambition of the company in India is to be the fastest growing beer company in India”.
Arian Breweries and Distilleries (a subsidiary of VI-John Group) is now a new business Joint Venture between VI-John Group and Mahou-San Miguel Group. VI-John signed a 50-50 JV agreement with Mahou San Miguel Group of Spain this year. The proposition is to provide high- quality beers offering a distinct and consistent drinking experience to Indian consumers. Arian Breweries owns a state of the art Brewery, at Bhiwadi, District Alwar, Rajasthan. The brewery is spread in an area of 1, 70,000 sq ft with a production capacity of 250.000 HL.A. The company will locally source raw materials for Dare Devil. 
Indian Beer market is at its early stages of development. At present, in India, the PCC is 1.5 liters per year vs. 20 L in comparable markets. Strong demographics, income growth and increasing appetite for beer among young population will fuel growth in the coming years. The beer market in India increased at a compound annual growth rate of 18.8% between 2004 and 2009. The standard lager segment led the beer market in India in 2009, with a share of 92.5%.

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