SOM DISTILLERIES & BREWERIES LIMITED (SDBL)

SOM Distilleries & Brewery Limited (SDBL) is one of the top beer makers in the
Nation. SOM, have over the last several years have created exciting branded
consumer goods and services. Each of brands of SOM features the same timeless
dedication to quality and craftsmanship as and when they are created, and each has
its own unique history.

SDBL is part of SOM Group of Companies which is a leading business group;

engaged in the manufacture & export of branded Beer, premium Whisky, Rum,
Vodka and Gin. The group provides high quality assurance by

• Specifications standard for production of its Quality Products.

• Continuous Research and development for enhancing the quality of the

products.

• New product development to meet the ongoing and changing requirements

of the market.

• State of the art laboratory to monitor the quality of the product reaching the
market.

SOM Distilleries & Breweries Ltd (SDBL) which was set up in the year 1993, is
engaged in manufacturing beer (Bottle, Cans and Draught Beer in Kegs) as well as
manufacturing all alcoholic beverages. SDBL is a public limited company. SDBL
has fully automatic facility for bottling beer in glass bottles of 650 ml, 325 ml as
well as has a brand new canning technology in Aluminum Cans of 500 ml and 325
ml. Company also manufactures draught beer and actively distributes this freshly
brewed beer across the states. Som is No. 1 player in can industry in Madhya
Pradesh with the 56% market share.

The company has extensive marketing and distribution network covering the states
of Madhya Pradesh, Chhattisgarh, Delhi, Haryana, Himachal Pradesh, Chandigarh,
Uttrakhand, Tamil Nadu, Andhra Pradesh, Puduchery, Jharkhand, Orissa, West
Bengal, Daman, Diu etc
The company has a professional, young and energetic field staff for its sales and
distribution operations. The company also exports beers to the United Kingdom,
Middle East and the USA.

Started as a bottling plant, SDPL today is an integrated distillery for manufacturing

alcohol from molasses, grain and malt. The company is well entrenched in the
Indian liquor market and has active manufacturing, marketing and distribution
operations to serve its markets in India and abroad.

SDBL primarily operates in the premium, lager and super strong beer segment.
SOM has its headquarters and corporate office in Bhopal and its plant at village
Rojrachak, in Raisen district which churns out world class beer like:

• Hunter Super Strong Premium Beer

• Legend Premium Lager Beer

• Woodpecker Lager Beer

• Power 5000 Super Strong Beer

Among these all qualitative brands Hunter is a leading beer of SOM which is
showing great potential in Madhya Pradesh beer industry. Hunter has always been
appreciated and accepted due to the consistent quality and rich taste. A perfect
balance of Mouth fullness and After-taste brings wonderful pleasure to the drinker.
Aroma, Bitterness, Head and Sweetness of Hunter makes it apart from the rest. The
consumers feel the distinctiveness of the brand and hence resulted in consistent
growth in all spheres.

In year 2009-2010 Hunter witnessed 14% market share and due to its great taste
and world class packaging, the share is 20% by the growth of by 6% in this
financial year.

Black Fort Premium Lager is one such Brand manufactured by SOM Distilleries &
Breweries Limited which was awarded the Bronze medal in the International Beer
& Cider competition held in London, UK in the year 1999. SOM created history by
being the first Indian bottled Lager to be awarded in the International Food
Exhibition.
World class technology

In cooperation with Alfa Laval (I) Ltd, the Brewery maintains one of the largest
plants in India. It was also one of the first breweries to be set up in the country in
which the brew house was operated and controlled by PLC (Programmed Logic
Control) Fermentation and maturation of the brew is carried out in the same tank
termed as Uni-Tank. Special types of filters are used at multiple stages to have
minimum or no Oxygen pick up with bottling of beer in glass bottles, cans and
Draught Beer kegs to ensure high quality standards.

During the 5 years of its operation, company expanded its capacity from 1,00,000
HL to 6,00,000 HL which works out to 7.07 million c/s of beer (12x650 ml) per
annum. The plant has been set up with one of the most renowned technology
available internationally.

To the existing fully automatic beer bottling line of 10000 bottles per hour (BPH),
a complete bottling high speed bottling line of 21000 BPH has been installed
which is fully automatic and operated by PLC [Program Logic Control]. It
comprise of all machines from KRONES, Germany which is internationally
recognized.

In April 2000, canning line was started with the capacity of filling 30000 can of
330 ml or 18000 cases of 500 ml in an Hour. The filler was imported from Meyer,
USA and Seamer from the Metal Box Company. It is noteworthy that through out
the canning process there is no human intervention. Apart from the cans, there are
50 liters and 30 Liters keg filling line for Draught beer supply.

Market share:

With its state of the art brewing process and technology and efficient bottling
systems and a strong brand recall, SOM Distilleries & Breweries Ltd is fostering
market leading brands across all categories and price segments.

The company is witnessing outstanding growth of 73%, in the last financial year of
2010-2011. In the year 2009-2010 the total beer sales of Som was Rs. 21.7 lakh
which has grown by 88% in year 2010-2011 i.e Rs. 40.8 lakh. And the total
market share of SOM in beer industry is 31%. SDBL is well into becoming one of
the fastest growing breweries in India.

Export:

Having received a boost in our domestic market, company recently created a full
fledged Export Division exclusively to look after the International trade. Within 6-
7 months time there has been a growth of about 350% in Export turnover and
company is confident of a respectable volume in Export turnover in coming
months. Brand Hunter is exported in 9 different countries around the globe i.e.
Singapore, Malaysia, Sudan, Mombasa, UAE, Republic of Seychelles, New
Zealand, Ghana & Germany. To build and strengthen the image internationally,
modifications and changes are made in packaging and quality of the beer
accordingly. Majorly our current distributors in country and abroad are our brand
ambassadors who help us in reaching new heights by giving references and
creating a high brand image. Last year company’s turnover from export was Rs 80
lakh which has touched the new height of 3.83 Cr with in a short span of one year.

Today SOM has been soaring to greater heights of Success. It is the leadership and
the hard work of the SOM team that has taken the company to a position where it
has created a name for itself not only in the country but all over the world. The
motto of the company is “To be known as leading distillery & brewery with quality
brands Beer in our portfolio”