Mahou India, the first subsidiary of Spanish brewing major, Mahou San Miguel to be established outside Spain, has launched its flagship product Mahou 5 Star in Delhi. Produced with the finest varieties of hops and yeast, Mahou 5 Star is a well balanced beer which is made with signature yeast, whose secret recipe is stored under high security in the beer’s originating country, Spain.
Erik d’Auchamp, chief executive officer, Mahou India said, “We are delighted to make our flagship product, Mahou 5 Star available in Delhi. We believe Mahou 5 Star will provide beer enthusiasts in India a captivating experience. The size of the Delhi market is 8.5 MM HL at present, 3.5 per cent of which is the premium strong beer market, a segment which we cater to. Beer consumption patterns have changed and so have the consumer tastes and preferences, we see a more evolved consumer who appreciates the taste. Delhi consumers are brand conscious and are open to trying new international brands. It is an extremely important market to build the image of our brands pan-India. We want to expand over time but at a gradual pace, the eventual pace will depend on the initial success, and most importantly on the application of our learnings. This year also marks the 125th Anniversary of Mahou San Miguel, therefore any step we take towards our goal is even more meaningful.”
Dare Devil, a product in the semi-premium category brewed in India for the Indians only, is also being made available in Delhi. Both Mahou 5 Star and Dare Devil are being brewed in Bhiwadi, Rajasthan; a brewery previously known as Arian Breweries & Distilleries. Mahou San Miguel is the first Spanish company to operate in the region with its own brewery and is the company’s first fully owned subsidiary outside of Spain.