CMJ Breweries launches Kaltenberg
Kaltenberg to be sold at outlets across India
CMJ Breweries has partnered with Konig Ludwig International to launch a premium Bavarian pilsner in India.
As part of the licensing agreement, CMJ will manufacture and distribute Kaltenberg products across India.
The first beer to have been launched this spring was Kaltenberg Royal Lager. It will be followed by Kaltenberg Royal Strong in the next few months.
The beer will be available across 1,000 outlets in Maharashtra, Goa, Daman, West Bengal, Bihar, Jharkhand, Dehli, Karantaka, Tamil Nadu and Andhra Pradesh.
Kaltenberg will be brewed at the CMJ brewery in Byrnihat in the northeast state of Meghalaya using ingredients from Germany and in compliance with Royal Bavarian brewing standards and specification. The fully automated greenfield brewery has been set up at a cost of about Rs 125 crores (approximately US $20 million).
Rohit Jain, chairman of CMJ Breweries, said: “We are extremely delighted to introduce one of the world’s oldest beer brands to the beer connoisseurs in India. Brewed under the German Purity Law, this will be India’s first super premium beer available at half the price of an imported beer in India.
“Through the launch of this brand, we aim to capture about one to two percent of the premium beer market in India in the next three-five years.”
Konig Ludwig International is controlled and managed by HRH Prinz Luitpold von Bayern. He is a member of the Bavarian royal family.