Indian brewery redesigns labels and bottle for new marketing push

SABMiller PLC is one of the world’s largest beer manufacturers. Adding to its breweries, which span six different continents, the company just opened a new one in Nigeria, marking the fourth one in the country, according to the Wall Street Journal.

But, while the major corporation may be expanding its production in Africa, the company has relaunched its Indian brand, Indus Pride.

By offering new flavors such as “Citrusy Coriander,” “Citrusy Cardamom,” “Spicy Fennel,” and “Fiery Cinnamon,” the company hopes to corner the Indian restaurant market by creating beers that pair well with certain foods. In addition, the company has revamped the look and feel of the line. This rebranding comes after a steady four-year decline from the label’s launch in 2008. The company originally hoped it would be a strong contender in the 5 percent alcohol strength beer market.

According to the source, the bottle and custom label redesigns are primary points of interest. The bottle’s neck has been given recesses that are “mimicking” the indentations in many chai tea glasses. The beer labels include colorful elephants whose patterns are harmonious with the distinct flavor of the brew.

“If you can tap into origins in a meaningful way, it’s a winning combination. We wanted to know what a brand that made India proud would look and taste like, and that’s what you see today,” Derek Jones, marketing director for SAB Miller India, told the Journal.

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