Press Release For immediate publication
VI – John Inks Pact with Mahou San Miguel to Launch Dare Devil 10000 and Mahou Cinco Estrallas in
New Delhi, September 2012: VI – John group, the world’s largest shaving cream manufacturing
company and one of the leading manufacturers of personal care, health care & cosmetics products, on
13th September, 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.
Dare Devil and Mahou will
Packaged in an attractive bottle, Dare Devil has a pale golden be made available across
color to give a unique smooth and exciting taste. Mahou Cinco five northern states ‐ Bihar,
Estrallas has a golden yellow color with a grainy, malty flavor Rajasthan, Uttrakhand,
which harmonizes perfectly to captivate the tongue and linger on Haryana and Uttar Pradesh.
the palate. Dare Devil is categorized as a strong beer targeted at
Dare Devil is priced between
young, modern and adventurous consumers who like to
Rs90 – Rs100 for 650 ml
experiment and Mahou Cinco Estrallas is a premium beer
bottle and between Rs 40 –
targeted at the young, modern, cosmopolitan consumer who
Rs 50 for 330ml bottle
wants to enjoy a high‐quality premium beer.
Mahou is priced between
Mr. Bhupinder Singh Kochar, Chairman, VI‐John said – “We are
Rs130 – Rs150 for 330 ml
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”.
Mr. 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”.
Mr.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%.
About VI–John : Established in 1960, one of the largest manufacturers of personal care, skin care and cosmetics products in
India. Its main brands are in the category of shaving cream, toothpaste, after‐shave lotion, hair removal cream, perfumes and
herbal products. A family‐run Indian group it’s a national leader in selling shaving cream and No 2 in hair removal cream. With
turnover of approx Rs. 250cr (in personal care). Vi‐John is one of the fast growing Indian FMCG.
About Mahou San Miguel – Mahou San Miguel was Founded in 1890 in Madrid (Spain) and today is a leading brewer with
a production quota of 37,5%, which makes it one of the largest independent brewers in Europe The group has a volume of 13
Million Hl. (167 Million cases) and sales of 1.500 M USD. The group shares a very strong portfolio of beer brands, with Mahou
and San Miguel as their iconic brand names. They are recognized in the market by consumers for the highest‐quality of their
products and are also entering into new drink categories of premium bottled water and soft drinks.
About Arian Breweries and Distilleries - Arian Breweries is a subsidiary of VI‐JOHN Group. The company was
established in 2006 and in 2012 it started production and became fully operational. In 2012, VI‐John signed a 50‐50 JV
agreement with Mahou San Miguel Group of Spain and Arian Breweries and Distilleries is now a new business JV between VI‐
John Group and Mahou‐San Miguel Group. The proposition is to provide high‐ quality beers offering a distinct and reliable
drinking experience to Indian consumers. The company owns a state of the art Brewery, at Bhiwadi, District Alwar, in the state
of Rajasthan, North India. It has a covered area of 1,70,000 sq ft; strategically located to connect all north Indian states and has
production capacity of 250.000 HL.A.
For further details please contact:
Ms. Deepti Khera Ms. Divya Sharma
Image Inc. Image Inc