Carlsberg India launches the world’s first fruit-flavoured strong beer
‘Tuborg Booster Strong’ in India
•
Kolkata - the first city to taste the world’s fruit flavoured strong beer in India
• Roll out to rest of India over the next two months
Kolkata, May 10, 2013: Building on the tremendous success of Tuborg Green and Tuborg
Strong, making Brand Tuborg, the foremost international beer brand in India, Carlsberg India
today announced the launch of Tuborg Booster Strong. The new Tuborg Booster Strong is the
world’s first fruit-flavored strong beer in the Indian market. It is a refreshingly strong and
easy-to-drink beer enriched with natural exotic fruit flavor that reduces bitterness and gives a
smooth aftertaste.
Tuborg Booster Strong offers the new generation of beer lovers a truly differentiated product,
especially brewed for the Indian palate. It addresses a consumer need of beer that is strong
yet smooth. It comes in an easy-to-grip special Tuborg bottle, with a unique easy-to-open pull
off cap. For the first time, a Tuborg variant is sporting a red label to signify a bold and distinct
personality.
Speaking on the launch Mr. Subodh Marwah, Marketing Director, Carlsberg India said
“Carlsberg Group’s global R&D facilities have yielded the never-before taste of Tuborg
Booster Strong. We feel privileged to launch this product in India for the very first time in the
world. Continuing with our commitment to innovation and focus on building the strong beer
portfolio in India, Tuborg Booster Strong creates a completely new and differentiated category of
flavoured strong beer and strengthens our offering mix. Tuborg Booster Strong brings a superior quality
experience to our consumers through a great tasting beer with an exotic flavour”.
Ranked #1 international beer brand and the #4 beer brand in the Indian beer market, Tuborg is the
fastest growing brand in the Indian beer market and has witnessed a significant volume growth.
Launched in 2009, Tuborg has made an incredible journey from being the youngest brand in the
Carlsberg India portfolio, to becoming the power brand. Its unique offerings have won accolades
including being voted as India’s “Product of the Year 2013” - in Alcohol/Beer category. First launched in
the city of Kolkata in May, this unique beer has met with early success in the region. Tuborg Booster
Strong will be launched in a phased manner over the next two months across major cities like Mumbai,
New Delhi, Bangalore, Pune, Hyderabad, Nagpur, Bangalore and Bhubaneswar. It is being brewed in
Carlsberg India’s own breweries across India. With this addition, Carlsberg India now boasts of a
superior brand portfolio comprising Carlsberg, Carlsberg Elephant, Tuborg Green, Tuborg Strong, Tuborg
Booster Strong and Palone 8.
Priced at Rs 90 for a 650 ml bottle, Tuborg Booster Strong will also be available in 500 ml cans soon.
For further information, please contact:
Edelman India
Ankita Chopra – ankita.chopra@edelman.com
Naina Aggarwal - naina.aggarwal@edelman.com
Notes to Editor:
About Tuborg
In 1880, Tuborg Breweries was established as an export brewery in connection with a private port in a
small town north of the Danish capital, Copenhagen. From the outset, its green characteristic look has
been very popular with the Danes, and is the leading beer brand amongst them. Tuborg is truly
cosmopolitan and present in more than 70 different countries. More information at www.tuborg.com
About Carlsberg India
Carlsberg India Pvt. Ltd. (CIPL) commenced operations in 2007 with the commencement of production in
Paonta Sahib Brewery in Himachal Pradesh. CIPL focuses on developing and strengthening its brand
portfolio through innovation and commitment to superior quality. The product portfolio of the company
includes its flagship brand Carlsberg and Carlsberg Elephant, Tuborg, Tuborg Strong, Tuborg Booster
Strong and Palone 8. As a member of the Carlsberg Group, CIPL offers beer for every occasion and for
every palate and lifestyle.
To know more about Carlsberg India, log on to www.carlsbergindia.com