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Three global brewers form new trade body in India

5th June 2024

AB inBev, United Breweries and Carlsberg launch the Brewers Association of India

Three of the world’s largest brewers – AB inBev, Heineken’s United Breweries, and Carlsberg – have bonded together to form a trade advocacy group in India.

The advocacy group, the Brewers Association of India (BAI), aims to bolster the Indian beer industry by pushing the government for more favourable regulations, among other initiatives.

Created in partnership with the World Brewing Alliance (WBA), the BAI will seek to drive innovation, moderation, and sustainability in the Indian beer market, which reached approximately US$4.60 billion in 2022.The WBA includes brewing associations and producers from countries such as the UK, US, Australia, Brazil, Europe, Nigeria, Japan, and Latin America.

“We will continue to advocate to unlock a new era for the beer category,” says AB InBev India president Kartikeya Sharma. “This launch reflects our confidence in the potential of the Indian beer industry and our dedication to driving its growth.”

Sharma added that India’s beer category continues to face many barriers to growth. These include inequitable taxation, accessibility, and the ease of doing business.

The BAI will be headquartered in Delhi and led by Vinod Giri, former head of the Confederation of Indian Alcoholic Beverage Companies. Giri said the BAI provides a great platform to align India with the international consensus of moderate and responsible drinking.

AB InBev, Heineken’s United Breweries, and Carlsberg, the BAI’s lead organisers, collectively account for 85% of India’s beer market.

Carlsberg operates seven breweries in India, United Breweries owns 19, and AB InBev runs ten. Together, these companies employ around 7,000 workers across the country.

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