India's non-alcoholic Malt Drink Mart gets Coca Cola
Accordingly Beverage major Coca-Cola has entered india's niche but potentially high-volume non-alcoholic malt drinks market in a big way with its global brand Barbican. The company, which launched pilot project six months back, focuses on the youth. "We introduced Barbican, a non-alcoholic malt-based beverages, in select Indian markets," a senior company official told.
As part of the pilot, Barbican is imported and available at around 3,000 select outlets across metropolitan cities. The recent foray is part of Coca-Cola's plan to introduce more healthier options in the F&B segment in india and the launch became possible after Coca-Cola acquired 50 per cent stake in Middle East-based Aujan Industries' beverages division.
At present, the company offers a range of beverages, including Coca-Cola, Diet Coke, Thums Up, Fanta, Limca and Sprite. Anheuser-Busch InBev, Heineken and Kingfisher have already entered this market segment to target the vast untapped market of non-alcohol drinkers in india.