The beer industry in India operates in a challenging environment.

Success in such an
environment can only be achieved by constantly reinventing and recreating practices that
adapt to a changing environment. At SABMiller India, we aim to be amongst the three
most admired beverage companies in India.
We believe that people, processes and practices drive our operational performance.
Achieving our goal reuires a strong organisation embedded with systems and practices
with high standards of performance.
!eople who understand that progressive initiatives are critical to the long"term success of
our industry and business and who wor# constantly towards creating a strong performance
management ethos are vital to our company.
$ision, Mission and $alues

%ur success is built upon a clear strategic direction and a shared commitment to the
company&s vision, mission and values.
%ur $ision is to be amongst the ' most admired beverage companies in India.
%ur Mission is to own and nurture local and international beer brands that are the first
choice of the consumer.
%ur $alues and group behaviours(
Our people are our enduring advantage
The calibre and commitment of our employees sets us apart, while we select and
develop people for the long term
Accountability is clear and personal
We favour decentralised management and local autonomy, pri)ing both intellectual
rigour and emotional engagement
We work and win in teams
With trust and integrity, we share #nowledge within the group and encourage
camaraderie
We understand and respect our customers and consumers
*ndlessly concerned with our customers& needs and perceptions, we build lasting
relationships based on trust and innovation in a changing world.
Our reputation is indivisible
+air and ethical in all our dealings, our reputation relies on the actions and
statements of every employee
SABMiller !lc "
The !arent ,ompany
%ne of the world-s largest brewers, SABMiller has brewing interests and distribution
agreements across si. continents.
SABMiller has wide portfolio of brands includes premium international beers such as
!ilsner /ruell, !eroni 0astro A))urro, Miller 1enuine 2raft and 1rolsch along with
mar#et"leading local brands such as Aguila, Miller 3ite, Snow and Tys#ie. Si. of its
brands a re among the top 45 in the world.
SABMiller plc is one of the largest bottlers of ,oca",ola products in the world.
SABMiller plc is listed on the 3ondon and 6ohannesburg stoc# e.changes. %ver the past
78 years it has grown rapidly from our original South African base into a global
operation, developing a balanced and attractive portfolio of businesses. %ur mar#ets range
from developed economies such as 0orth America to fast growing developing mar#ets
such as ,hina and India.
SABMiller-s history is also one of e.ceptional growth and returns to shareholders. In the
year ended '8 March 7559, the group revenue was /S:74'57 million and *BITA was
/S: ;879 million. This success is eually attributable to the way SABMiller conducts its
business, with respect for partners and employees and a desire to do the best for its local
communities.
<eritage
SABMiller entered the Indian mar#et in the year 7555 by acuiring 0arang breweries and
has since acuired several breweries and brands. The most notable being its acuisition, in
6une 7558, of Mysore Breweries =with its >noc# %ut brand? and in May 755' of Shaw
Wallace-s beer brands =@oyal ,hallenge A <aywards?.
A look at its journey so far:
Bear 7555"58(
*ntered in 6uly 7555 with 6$ and later acuisition of 0arang Breweries =/!?
Bear 7557(
3aunched ,astle in 2elhi from <imneel Breweries =contract brewery?
Acuired Mysore Breweries =MB3? with 7 breweries in west and south
@olled out >noc# %ut nationally
Bear 755'
Acuired @ochees Breweries in +ebruary
+ormed 6$ with Shaw Wallace, later acuired
Bear 755C
Acuired +osters India
Bear 755D
3aunched !eroni 0astro A))urro, a premium Italian brand, one of the top fifteen
beer brands in the world in selected cities.
Bear 7588
3aunched the iconic American beer, Miller <igh 3ife and introduced the strong
variants of +oster-s in #ey states across the country and @oyal ,hallenge Strong in
South India
Bear 7587
3aunched Indus !ride, India-s specialty beer brewed with authentic Indian spices
in four variants" ,itrusy ,oriander, ,itrusy ,ardamom, Spicy +ennel and +iery
,innamon
%ur mar#et is spread over a large geography. We have chosen a decentrali)ed organi)ation
model supported by a lean central function that will introduce and implement proven best
practices in the beer industry.
SABMiller India has Ten world"class breweries strategically located across India, which
are well positioned to easily access and efficiently service the beer mar#ets.
Breweries
SABMiller India 3td.
Unit : Charminar Breweries
Shivampet, !ul#al Mandal
0r. Sangareddy, Meda#
A.!. " 4577D'
India
Tel( E98 =F;44? '9;999
SABMiller India 3td.
Unit: Central istilleries ! Breweries
>an#er >hera, Meerut ,antt Meerut "
745558
/ttar !radesh, India
Tel( E98=878? '9;9999
SABMiller India 3td.
Unit: "#CA Breweries
Ayyan#uttipalayam Muthirapalayam !. %
!uducherry " C54585
India
Tel( E98 =;8'? '9;9999
SABMiller India 3td.
6alahalli ,amp @oad, Beshwantpur
Bangalore " 4C5577, >arnata#a
India
Tel( E98 =F5? '9;99999
SABMiller India 3td.
Unit: $alabar Breweries
!ost Mellor, !oolani ,hala#udy,
2istt. Thrissur >erala " CF5'88
India
Tel( E98 =;F5? '9;9999
SABMiller India 3td.
Unit: %ast Coast Breweries
ATG!%" !aradeep
2istt. 6agatsinghpur
%disha " D4;8;7
India
Tel( E 98 =5? CD77 " 77F5;7G;C
SABMiller India 3td.
Unit: "AB$iller Breweries
!lot 0o. M"99, MI2, WaluH,
Aurangabad " ;'88'C, Maharashtra
India
Tel( E98 =7;5? '54F755 " '54F799
SABMiller India 3td.
Unit: &als istilleries
3 " 4, MI2, Area WaluH
Aurangabad " ;'88'C Maharashtra
India
Tel( E98 =7;5? '9;9999
SABMiller India 3td.
Unit: 'ochees Breweries
S! 7"', @II,% Industrial Area 0<"F, $ill.
0eemarana, Tehsil Behror
2istt. A3WA@ " '58 D54 @A6AST<A0
India
Tel( E98 =8;9;? '9;9999
SABMiller India 3td.
Unit: (aryana Breweries
;9th > M Stone, 1 T @oad Murthal Sonepat,
<aryana " 8'85'9
India
Tel( E98 =8'5? '9;9999
!*@%0I 0AST@% AII/@@%

!eroni 0astro A))urro is the globally renowned international super"premium beer from
Italy and is appreciated by the elite in the world&s top cities. It is Italy&s number one
premium beer, a crisp and refreshing 3ager with an unmista#able character and a touch of
Italian style. Its uniue taste is refreshing and dry, with a clean character and a clarity that
are achieved through the e.clusive use of Italian ingredients and a process that ensures the
production of a superior Italian taste. !eroni has already won the 1old medal twice at the
prestigious Monde Selection Awards in Belgium for being the best beer in the world.
The brand reflects the best globally recogni)ed virtues of Italy J craftsmanship, passion,
creativity and attention to details. !eroni is committed to champion these virtues around
the world and bringing timeless and effortless style to the world of beer.
The positioning of KItalian style in a bottleK has set the brand apart from other beers and
generated cut"through in the mar#et with uniue campaigns, partnership with other icons
of Italian style, high standards of e.ecution and continuous innovation.
<ABWA@2S 4555

<aywards 4555 is an iconic beer brand and is appreciated by millions of consumers all
across India. The brand was launched bac# in the year 89DF and was a pioneer in
establishing the KStrong BeerK category in India. The beer has a rich mouthful feel and a
characteristic bite on the palette. <aywards 4555 is #nown for its balanced strength that
facilitates moments when one can disengage from the humdrum of everyday life, reflect
on the day gone by and discuss ambitions and aspirations with close friends. The uniue
die"cut on the label and iconic font reflects the heritage and legacy that the brand is well
#nown for.
<aywards 4555 has always had a uniue relationship with the uintessential common man
and has been his loyal companion. Its balanced taste replenishes him, strengthening his
resolve to face the ne.t day&s challenges. At the same time, the brand is also inspired by
the common man&s resilience and Knever give upK attitude " his commitment to a better
future for himself, his optimism to become something more, something big.
<aywards 4555 aims to be a companion in the life of its consumers by facilitating their
Hourney towards their ne.t milestone. The brand&s commitment to its purpose is reflected
in the very popular brand properties li#e the <aywards 4555 <ausla Buland Anthem and
the <aywards 4555 <ausla Buland Academy that have inspired millions of consumers to
ma#e a beginning towards their ne.t milestones.
@%BA3 ,<A33*01*

@oyal ,hallenge !remium 3ager was launched in 899' and is one of the smoothest beers
in India. With its distinctive smooth flavor, @oyal ,hallenge is the preferred brand for
connoisseurs who appreciate the high uality of ingredients that go into the ma#ing of the
beer. !ositioned on the core product euity of KsmoothnessK, @oyal ,hallenge ta#es the
tonality of light hearted humor around moments where consumers smoothly smart the
hiccups of daily life. This is reflected in the brand positioning line J KWish your life was
as smooth as @oyal ,hallengeK.
@oyal ,hallenge comes in two variants, @oyal ,hallenge !remium 3ager =less than 4L
AB$? and @oyal ,hallenge Strong Beer =less than FL AB$? that provides a distinctive
taste of an easy going strong 3ager. @oyal ,hallenge is brewed with the choicest malt and
barley and its long brewing duration provides it with a distinct smooth taste and rich
flavor. It has all the hallmar#s of a great beer J color that is golden honey, a taste that is
smooth and crisp, a lace that stic#s to the wall of the glass.
>0%,> %/T

>noc# %ut was launched in 89F; and is a very popular brand in Maharashtra, >arnata#a
and Andhra !radesh. Today, the brand is the 'rd largest selling beer brand in India and is
one of India&s most loved strong beers because of its characteristic warm"mouthful feel on
the palette and its rich bold and refreshing taste. >noc# %ut in the 8 3iter !*T bottle has
recently won the prestigious A, 0ielsen K758; !roduct of the yearK award in the alco"bev
category, voted by more than 8F,555 consumers across all parts of India.
>eeping in synch with the changing consumer dynamics, >noc# %ut underwent a
pac#aging design change bac# in 7588. Today, the bright yellow label with its dynamic
design pattern and the characteristic way of writing the brand name strongly demonstrates
verve, enthusiasm and dynamism " the core values that underpin the brand. +or its patrons,
>noc# %ut creates a world of free"spirited refreshment where close friends enHoy being
together and tal# about their day. The conversations with >noc# %ut aren&t superficial "
they are unpretentious conversations among close friends, where friends pull each other&s
leg and laugh their heart out to completely refresh themselves " in both heart and minds.
MI33*@ <I1< 3I+*

Miller <igh 3ife is a timeless American brew that dates all the way bac# to 895'. Born out
of the dreams and hard wor# of 1erman +redric# Miller, who founded the Miller Brewing
,ompany in Milwau#ee in 8F44, it continues till today to be brewed with the highest
uality standards. This classic American premium lager has a consistently crisp, smooth
taste, embracing its rich heritage. With a ;.DL AB$ and refreshingly even feel, Miller
<igh 3ife has won numerous awards at beer festivals and cups around the globe. The
perfectly balanced brew embodies the American spirit of wor#ing hard and partying
harder. The authentic taste is for those who li#e to live life to the fullest, whether
professionally or socially. The brand was launched in India in 7588 and is currently
available in ' pac# si)es that match different drin#ing occasions, the ''5ml bottle, C45 ml
bottle and 455ml can.
With its perfect blend of low bitterness and smoothness, it is the ideal companion for
ma.imum enHoyment with friends, old or new. Whether you&re going to old haunts you
#now and love or e.citing places you&ve never been before, this beer embodies the balance
of both worlds. Miller <igh 3ife is for those who put eual energy and passion into their
wor# and social lives. With a Miller <igh 3ife, you can always live the balance and find
the perfect space between being easy"going and ambitious. So sit bac# with a premium
3ager of the finest uality and as# yourself whether you have managed to balance all the
demands life ma#es of you. And more importantly, whether you&ve had a great time doing
it. If the answer is yes, sync your watch to Miller Time and crac# open a smooth,
refreshing Miller <igh 3ife.
I02/S !@I2*

!resenting Indus !ride, the first Indian specialty beer made e.clusively for the refined
Indian palate. Indians have always had a taste for the finer things in life, whether it is for
music or food. Indus !ride is a tribute to this e.uisite sense of taste. It has also the
distinction of being the first Indian beer to be brewed with spices and the choicest hops to
create a taste that is distinctly Indian. Which is why we believe the beer is not Hust KMade
in IndiaK, but KMade for IndiaK.
Indus !ride is available in #ey metros only in a bespo#e ''5ml bottle and comes in a range
of ; variants( ,itrusy ,oriander, ,itrusy ,ardamom, Spicy +ennel and +iery ,innamon.
+%ST*@&S

+oster&s is a uniuely Australian beer, brewed with the finest malted barley, pure water and
specially bred Australian hops. The brand has won several awards and is e.tra"cold
filtered at sub")ero temperatures in order to provide consumers with a feeling of
refreshment li#e no other beer. +oster&s was launched in India bac# in 899F and was the
first international beer brand in the Indian mar#et. Today, the stri#ing K+K roundel and the
characteristic +oster&s blue and gold colors are instantly recogni)able by many beer
drin#ers across India. The brand is omnipresent across all geographies and channels in
different pac# si)es that fit several drin#ing occasion needs and is sold in the +oster&s
3ager =less than 4L AB$? and +oster&s 1old =less than FL AB$? variants.
,onsumers love chilled beer and nothing comes even remotely close to the refreshment
provided by an e.tra"chilled +oster&s at the end of a long day. We promise consumers a
daaaaamn cold +oster&s anywhere, everywhere, all the time and we are introducing e.tra"
cold chillers and draught fonts for the first time in India to deliver on that promise. %ur
bottles and cans even have a thermo"chromatic icon on the pac# that shows consumers
when their beer is e.tra"cold and most refreshing( KWhen the mountain on the label turns
blue your +oster&s is daaaaamn coldK. ,heersM
0ame
Se.
Age
<ow freuently do you purchase beerN
!lease choose the answer which best reflects how li#ely you are to drin# beer on the
following occasions(
*ating %ut
At a party
Watching a game
At a bar
2uring the holidays
After receiving a beer gift set
Which style of beer do your prefer mostN
3ager
Strong
Which is your favourite brand of beerN
<ow did you first hear about your favorite brand of beerN
Would you try a different brand if your favourite were still availableN
<ow did you hear about +osterN
What was your reaction when you first dran# +osterN
What do you li#e most about +osterN
At scale of 8"85 what rate will you give to +osterN
Is there any improvement you want to do in +osterN
What made you purchase +osterN
Ma#ing Beer

1rains A Water

What goes into ma#ing our beerN

Brewing beer is an art.
In order to ma#e an alcoholic beverage, some form of fermentable sugar is needed. /nli#e
wine, which uses crushed grapes for fermentable sugar, beer gets its fermentable sugar by
using cereal grain =e.g. malted barley, wheat or sorghum? or some combination of grains.
The type=s? of grain used will produce different flavours.
Turning grain into fermentable sugar reuires s#ill. The grain is soa#ed in water,
germinated and then dried in a #iln to become -malt-. The length of time and temperature
at which grain is dried determines its colour and flavour. The malted grain is milled to
gently brea# open the #ernel =also #nown as Ogrist-?.
%ur brewmasters mi. the grist with hot water in a process called Omashing-. This activates
en)ymes in the malt, which convert the naturally occurring starch in the malt into sugar.
The mash is then filtered, leaving a fermentable, sugar"laden liuid called -wort-.
(eineken
<eine#en is one of the best beer brands across the world. It can be regarded as a pale lager
variety that has 4L alcohol. It has been in e.istence since 8FD' and is manufactured by a
2utch company named <eine#en International. It is made from barley malts, purified
water, yeast, and hops. The beer is also pretty famous in /S, Middle *ast, and Australia
and is processed in D8 countries around the world.
Budweiser
Budweiser too has 4L alcohol content. It is an American type of lager that is produced by
Anheuser"Busch InBev, which is a maHor Bra)ilian"Belgian beer organi)ation. The brand
was introduced by Adolphus Busch during 8FDC. It comprises '5L rice along with barley
malt, and hops and is one of the top sellers in the /S. It is produced globally and available
as both pac#aged and draught. It is rather light and less bitter, which is why it is regarded
as refreshment by users.
)uinness
1uinness is a well #nown Irish dry stout that was made for the first time at Arthur
1uinness- brewery in 2ublin. It is one of the leading global beer brands, is manufactured
in appro.imately C5 countries and can be bought at more than 855 countries. It has ;.7L
alcohol content and sells F45 million liters every year. A special aspect of this beverage is
the burnt taste that comes from using unmalted and roasted barley but this is a fairly new
thing. +or many years 1uinness had a sharp lactic taste than#s to a combination of old and
fresh products.
Carlsberg
6, 6acobsen set up ,arlsberg during 8F;D. In addition to ,arlsberg beer, ,arlsberg
manufactures Tuborg. The company is based out of 2enmar#.
Coors *ite
,oors 3ite is a light beer made by ,oors Brewing ,ompany and its first ever production
was done in 89DF. The beer comes with a cold certification label whereby the white
mountains on the label turn to blue whenever the temperature goes down to ; degrees
,elsius or lesser. It has ;.7L alcohol. It tastes li#e water and its main ingredient is rice
along with hops and barley. All around the world the beer-s sales are at least 75 million
barrels on a yearly basis.
$iller *ite
Miller 3ite was created during 89CD and is one of the first light beers. Some of the
additional ingredients used to ma#e this beer are papain en)yme, potassium metabisulfite,
liuid sugar, and *m#a malt. Its mar#eting is done by the ,hicago based Miller ,oors.
The beverage loo#s pale and has ;.7L alcohol.
Corona
,orona, which is made and sold by ,erveceria Modelo that is a Me.ican brewery, is a pale
lager. This is sold in at least 8D5 countries. It has ;.CL alcohol content.
*abatt Blue
3abatt Blue is based in ,anada. It was established during 8F;D by 6ohn >inder 3abatt.
3abatt is right now the leading beer in ,anada. It is a pale lager and has 4L alcohol
content.
Crown *ager
,rown 3ager is a premium Australian beer and has ;.9L alcohol. It was earlier on made
for e.port purposes. It is instantly recogni)able than#s to the specially shaped bottles and
its logo that was trademar#ed during 894;.
+oster *ager
+oster 3ager is one of the leading global beer brands and is manufactured in Australia. It is
a pale lager and has 4.7L alcohol content. It is a +oster-s 1roup product and manufactured
with proper license in several countries li#e @ussia and the /S.
+ollowing are the other beer brands available in India(
Stella Artois
3ondon !ride
<oegaarden
San Miguel !ale !ilsen
Asahi
<aywards
3effe Blond
>alyani Blac# 3abel
!eroni
>ings
Schneider Weisse