linkedin
BROUGHT TO YOU BY
Exclusive Access, Inclusive Growth

WELCOME TO ET PRIME

BROUGTH TO YOU BY
Exclusive Access, Inclusive Growth
ET Prime
FMCG

No more hard liquor. Young India is getting high on non- and low-alcoholic beers

As alcohol consumption among millennials grows feeble, AB InBev and UB Group, the country's beer-market leaders, have been steadily pushing their non- and low-alcoholic beer brands through grocery-retail channels. Time for India’s soft-drinks market to brace for stiff competition.
font size
FONT SIZE
save
SAVE
saved
SAVED
Gift this article
GIFT ARTICLE
shaboridas
29 May 2020 11 Mins Read 5 comments
Budweiser non-alcoholic beer cans at a store Getty Images
Budweiser non-alcoholic beer cans at a store
Millennials are an unpredictable consumer base. They buy more, and not always the cheapest. Their idea of value versus RoI in terms of discretionary spends is different. And this behaviour is observed in their drinking habit as well. While the younger lot doesn’t drink as much as the previous generations, this has not impacted the overall consumption of
to 50:50. “We are ideally hoping to get to a point where online-grocery shopping will predict our non-alcoholic beers for our consumers’ carts automatically, due to their buying patterns. The kind of insights we are getting from the online channel will allow us to sharpen our distribution efforts even more,” concludes Sharma. ( Graphics by Abdul Shafiq)
Millennials are an unpredictable consumer base. They buy more, and not always the cheapest. Their idea of value versus RoI in terms of discretionary spends is different. And this behaviour is observed in their drinking habit as well. While the younger lot doesn’t drink as much as the previous generations, this has not impacted the overall consumption of to 50:50. “We are ideally hoping to get to a point where online-grocery shopping will predict our non-alcoholic beers for our consumers’ carts automatically, due to their buying patterns. The kind of insights we are getting from the online channel will allow us to sharpen our distribution efforts even more,” concludes Sharma. ( Graphics by Abdul Shafiq)

The latest from ET Prime is now on Telegram. To subscribe to our Telegram newsletter click here.

Gift this story

YOU CAN GIFT 0 MORE STORIES THIS MONTH

Maximum 10 Email IDs allowed

300 characters remaining

Gift Sent Successfully

Limit Reached
Limit Reached

You’ve gifted all the 0 articles from your monthly gift bucket!

Please come back next month.

0 more articles will be waiting for you in your gift bucket.

CONTRIBUTORS WHO HAVE COMMENTED ON THIS STORY

test

user Manas Vr

test

user Shabori Das ET Prime, Senior Writer

test

user Hisham Kabir FMCG SPECIALIST Fast Moving Consumer Goods Consultant, Director

Current Edition

[[^message]]

Result

[[/message]] [[#message]]

[[message]]

[[/message]]