Beer lovers in South India are in for a Christmas treat with the launch of a range of Barre brand of German premium beer.
To be launched initially in Chennai, the beer will be rolled in other southern markets soon. There will be four variants including Barre Pilsener targeting the premium segments of the market. The other variants will be Barre Natur Alster, Barre Weizen and Barre Festbier.
Two companies CG-S of Germany and Dolce Impex will facilitate the import of the German beer.
Christian Garrelt Saathoff, Managing Director, CG-S, said Barre is a 175-year family-run operation with the sixth generation now at the helm. Other than the huge corporate brands, Barre is among the largest players in the pilsner segment known for its taste.
Having decided to address the absence of a reputed German brand in the beer market CG-S had identified Barre as an ideal choice.
He assured Barre will be present consistently in the market. It will be an authentic German beer bottled “specifically for India” at the company’s brewery in north Germany. The company has permission to even put on the statutory Indian labels so that the premium look is preserved without having to add on any labels locally.
CG-S also plans to bring in more beer varieties for the mid-segment in due course, he said.
Subbiah Annamalai of Dolce Impex, which is handling the Indian side of the imports, said Barre is being launched first in Chennai and Tamil Nadu from Christmas and will be available in the TASMAC Elite shops across the State, in luxury hotels and in embassies.
With 4.6 per cent alcohol content, it is a light beer for beer lovers.
Barre beer will be priced at about ₹245 for a 330-ml bottle.
Soon it will be rolled out in Andhra Pradesh and in about a month it will be available in Kerala. Bengaluru will be the final destination in South.