Beverage-makers rush to capture India’s non-alcoholic malt drinks market
Sensing a big opportunity in the country’s non-alcoholic ...
Sensing a big opportunity in the country’s non-alcoholic malt-drink market—a niche but potentially a high-volume category—global biggies such as Coca-Cola and Heineken have entered the beverage segment. A non-alcoholic malt drink is a high energy beverage, brewed in the same fashion as beer or ale. The beverage generally contains under 100 calories, compared to 300 of an average carbonated soft drink.
Besides Heineken, Anheuser-Busch InBev has also entered this segment to target the vast untapped market of people, who refrain from consuming alcohol. Coca-Cola has forayed into the niche category in a big way with its global brand Barbican. In case of Coca-Cola, the entry aims at introduction of more healthy options in the F&B segment.