08 Sep 2016
In response to growing customer demand, Indian-based Viiking Ventures is now shipping its 4.8% ABV gluten-free beer, for the off trade in 500ml cans with an SRP of £1.39. The striking can design depicting a Goan beach party scene, for which the coastal state is famous, gives the product considerable point of sale impact.
Until now the pilsner had only been available in restaurants in 340ml and 650ml bottles.
Goa Premium Beer sells on trade for between £4.50 - £4.95 for the larger bottle and between £2.65 - £3.25 for the small.
“We have been bombarded with enquiries, not just from coeliacs and those with a gluten intolerance who want to drink our beer at home, but also from those customers who discovered the authentic Indian product in restaurants and like the clean, sharp, refreshing taste,” said Goa Premium Beer director Frank Sequeira.
The gluten free beer, brewed using a unique malt and maize based recipe, is already available in around 300 bars and restaurants.
Strong sales are being reported with the beer now available in top London venues such as The Painted Heron, La Porte des Indes and Gaylord plus leading regional restaurants such as Chilli Pickle in Brighton, Purple Poppadum and Moksh in Cardiff, Urban Tandoor in Bristol, Bukharah in Glasgow, Ambrette restaurants in Kent and Sussex and the Koh Thai Tapas chain throughout the south-west.
Unlike other 'Indian' beers available in the UK which are brewed in Britain, Goa Premium Beer is an authentic product from a brewery sited on the banks of the Kushavati River.
ENDS
Editors' Notes:
The humid, tropical Goan weather works its alchemy on the water, to give Goa Premium Beer its crisp, refreshing flavour.
Marketing is under the 'Come Alive' theme embracing the hedonism of the beach party offered by Goa Premium Beer. The packaging is inspired by the Portuguese 'azeljos' art form of Arabic origin that is now widely seen in Goan churches and homes.
Located in south west India on the Arabian Sea coast, Goa is famous for its beaches and attracts tourists from across the globe, with many discovering excellent Goa Beers, which have not been readily available in the UK until now.
Viiking Ventures is part of JMJ Industries, a large conglomerate with various business verticals such as FMCG products, hospitality, entertainment, property, infrastructure, paper products and philanthropic activities. The company's owner and founder is 'Tollywood' actor and film producer, Sachiin Joshi.
History
Although rice and millet beers had been brewed in India long before the arrival of Europeans, British-style beer was introduced in India by the East India Company around 1716. To protect the beer from spoiling during the long sea voyage it needed a high alcohol and hops content. India Pale Ale (IPA) was created about 1787 and became popular in England around 1840.
Portuguese colonists were lured by the weather to relocate their capital from Calicut to Goa, where they ruled for 450 years until it was annexed by India in 1961.
It was the Portuguese who introduced many of the foods and spices (including chilli, cardamom, mango, tomatoes, and potatoes) now commonly associated with Indian cooking, to the sub-continent from the Americas.
Media Contact: For samples and competition prizes contact George Shaw at Avocado Media T: 01892 750851 M : 07860 695555
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Viiking Ventures UK Ltd, 42 Upper Berkeley Street, London W1 5PW
T: 0203 752 6737 Tw @GoaBeerUK E: info@viikinghventures.co.uk
W: www.viikingventures.com www.goabeer.com www.jmjgroup.co.in
