Pearls Wines to distribute VB Beer in India

Australian beer brand Victoria Bitter (VB) was launched in New Delhi by The Australian Trade Commiss

The beer is brewed by Carlton & United Breweries, a subsidiary of Foster's Group. New Delhi based Pearls Wines will import and distribute VB beer in India.

Pearls Wines, a division of PGF has been importing and distributing a range of Australian and other foreign liquors in and across India. Pearls Wines imports Rock Energy Drink, Ignite Vodka and drinks, Multivitamin Mineral Water. The Pearls group is said to have beverage (wine and energy drink) distribution channels throughout India and partnerships with key hospitality and specialist retailers across India.

Michael Carter, trade commissioner of Australian Trade Commission, said: "India is increasingly becoming a key market for Australian brands, with discerning consumers looking for new and exciting tastes. In the competitive Indian beer market, where capturing a key market segment and establishing a strong brand presence and brand identity is paramount, there is room for new entrants like VB to carve out a sustainable market share and contribute to growing the segment."

VB will be available in 375 ml bottles and cans and is targeted at the younger audience in India and it will initially be available in NCR in Gurgaon, Faridabad and New Delhi followed by Punjab, Himachal Pradesh, Haryana, Mumbai, Goa, Chennai and Kerala targeting five-star hotels and A-class restaurants.