Molson Coors, which acquired the Miller brand globally from SAB Miller in 2016, will retail two variants in the premium segment - Miller Ace, a strong premium beer brewed especially for the Indian palate and Miller High Life, the globally renowned American styled lager beer.
Both variants will be initially available in Delhi, Punjab, Haryana, Uttar Pradesh, Chandigarh, Himachal Pradesh, as a premium segment offering.
While the specially curated Miller Ace lager beer is targeted towards satiating the growing demand for strong flavors among Indian consumers, Miller High Life will retain its original mild taste and characteristic.
Both variants will continue to be premium offerings apt for celebrating great moments and occasions, staying true to the brand's global positioning 'It's Miller Time'.
"We are thrilled to bring back one of the world's most popular beers brands to a growing market like India. With Miller, we are looking forward to creating memorable experiences and celebrations for beer lovers in the country. The rapidly growing demand for premium strong beer has encouraged us to launch Miller Ace that is crafted especially for the Indian palate along with the global favorite Miller High Life to cater to a larger audience with its milder nature," said Ashish Kapoor, President, Molson Coors India.
As per industry forecasts, beer sales in terms of volume are set to grow by around seven percent annually in the coming years.
When it comes to preference, according to All India Brewers Association, nearly 85 percent of country's beer drinkers like their lager strong with up to five percent and eight percent alcohol content.