Coca-Cola enters India non-alcoholic malt-drink mart

Coca-Cola enters India non-alcoholic malt-drink mart

SHIJIAZHUANG, Oct. 24, 2013 (Xinhua/IANS) -- A worker checks the package at the new plant of Coca-Cola in Shijiazhuang, capital of north China

By Rohit Vaid

Mumbai, Aug 28 (IANS) Beverage major Coca-Cola has entered India's niche but potentially high-volume non-alcoholic malt drinks market in a big way with its global brand Barbican.

The company, which launched pilot project six months back, focuses on the youth. "We introduced Barbican, a non-alcoholic malt-based beverages, in select Indian markets," a senior company official told IANS.

As part of the pilot, Barbican is imported and available at around 3,000 select outlets across metropolitan cities.

The recent foray is part of Coca-Cola's plan to introduce more healthier options in the F&B segment in India.

The launch became possible after Coca-Cola acquired 50 per cent stake in Middle East-based Aujan Industries' beverages division.

At present, the company offers a range of beverages, including Coca-Cola, Diet Coke, Thums Up, Fanta, Limca and Sprite.

Anheuser-Busch InBev, Heineken and Kingfisher have already entered this market segment to target the vast untapped market of non-alcohol drinkers in India.

A non-alcoholic malt drink is a high energy beverage, brewed in the same fashion as beer or ale.

(Rohit Vaid can be contacted at [e-mail])

--IANS

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