Beverage major Coca-Cola has entered India’s niche but potentially high-volume of non-alcoholic malt drinks market, in a big way with its global brand Barbican.
The company was launched a pilot project before six months back, focuses on the youth. “We introduced Barbican, a non-alcoholic malt-based beverages, in select Indian markets,” a senior company official said.
Barbican is imported and available at around 3,000 select outlets across metropolitan cities. Also, Coca-Cola’s plan to introduce more healthier options in the F&B segment in India. The launch became possible after Coca-Cola acquired a 50 per cent stake in Middle East-based Aujan Industries’ beverages division.
At present, the company offers a range of beverages, including Coca-Cola, Diet Coke, Thums Up, Fanta, Limca and Sprite. Anheuser-Busch InBev, Heineken and Kingfisher have already entered this market segment to target the vast untapped market of non-alcohol drinkers in India.
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A non-alcoholic malt drink is a high energy beverage, brewed in the same fashion as beer or ale .