VI – John Inks Pact with Mahou San Miguel to Launch Dare Devil 10000 and Mahou Cinco Estrallas in India
VI – John group 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.
Press Release For immediate publication VI – John Inks Pact with Mahou San Miguel to Launch Dare Devil 10000 and Mahou Cinco Estrallas in India 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 bottle. 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 9810991819 9958689555