Wanted to have beer, but were repelled by its pungent smell and taste? It’s the time to rejoice. You are about to have a taste of Clausthaler, a non-alcoholic beer. In other words, a beer without the strong tang! Dalmia Continental Private Limited (DPCL), the famous Olive Oil importer, has announced plans of introducing Clausthaler in India. The company has declared its agreement with Raderberger Gruppe, a Germany-based company, for introducing the latter’s non-alcoholic beer in the country.
As per the details of the agreement made public, Dalmia Continental has been given the exclusive rights to import Clausthaler, the non-alcoholic beer, from Germany and distribute it in India. According to V N Dalmia, Chairman - Dalmia Continental Private Limited, the company will initially (in the first year) import around 10,000 cases of Clausthaler. In the next three years, the import volume will be increased up to 50,000 cases. With this, Dalmia Continental aims at generating revenue of Rs 7 crore in the first year (2008).
The company also plans to make an investment of somewhere around Rs 11 crore for promotional activities in the next three years. The sales target, till 2011, will be around Rs 57 crore. Apart from the usual ad campaigns, DPCL also plans to organize tasting sessions for its non-alcoholic beer, across the major cities in India. The main focus of the sales will not be individual consumers, but institutional buyers like restaurants, bars, gyms & corporate kitchens. Clausthaler is Raderberger Gruppe’s most successful brand in non-alcoholic beer segment. Let’s see whether it is able to create the same magic in India too.
