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Anheuser-Busch InBev (AB InBev) is betting big on Beck’s Ice, a German 100% malt beer, to make a dent in the growing affordable premium segment of the beer market in India.
Beck’s Ice has been pilot-launched in some parts of Maharashtra and will be available in Karnataka and Puducherry next month, and in Andhra Pradesh, Telangana and Goa around October.
Beck’s Ice will be priced about 12-20 per cent higher than entry-level brands, with the aim of capitalising the pricing gap between those and the premium segment Budweiser operates in.