This Beer Will Keep You Sober, And Clear Of Cops
Reported February 07, 2008
If you must drink and drive, this beer is for you. It’s non-alcoholic, tastes like the real thing, but doesn’t give you a high.
The German Clausthaler beer has been introduced into the country by the diversified Dalmia Continental Pvt. Ltd (DCIL) that
hopes to see sales rising to Rs.570 million ($14 million) in three years ‘from an entirely new market segment we are going to
create’, company chairman V.N. Dalmia said at the product’s launch here Thursday.
The secret of Clausthaler’s success as arguably the world’s leading non-alcoholic brand ‘is its freshly flavoured, full-bodied taste, which results from a unique and patented brewing process that was developed over many years of research and experimental trials,’ explained Hans-Joachim Schiliebs, president (International Division) of the Radeberger Gruppe, the brew’s manufacturer.
‘What makes Clausthaler taste exactly like beer is that alcohol is not extracted from already-brewed beer. Instead, alcohol is prevented from developing in the beer in the first place,’ he added, declining to reveal anything more about the brewing process.
Dalmia even claimed that Clausthaler was a health drink ‘as it contains important proteins and vitamins, as well as a high percentage of electrolytes and trace elements such as magnesium, calcium, potassium and phosphorus.
‘Clausthaler’s plentiful supply of electrolytes makes it an excellent isotonic drink and the ideal beverage of athletes. Other than that, it’s the perfect drink for pregnant women, underage children and for people who do not drink for religious or medical reasons,’ Dalmia added.
Priced at Rs.54 for a 330ml can, Clausthaler will be distributed by DCIL’s nationwide network of some 12,000 points of purchase.
As for how the brand would be positioned, Dalmia said that was a tough question.
‘It will be positioned as a beer without alcohol and also as a soft drink. So, it will fall somewhere in between,’ he added.
DCIL is a past of the extended Dalmia family that has interests in publishing, cement, consumer electronics, olive oil, leisure resorts, cigarettes, TV programming, software development and finance, among others. The total turnover of these companies exceeds Rs.120 billion ($3 billion).
The Radeberger Gruppe brews some 80 brands of beer at 14 locations across Germany, where it has a market share of 15 percent, and exports its products to 50 countries. It recorded sales of 14.4 million hectolitres valued at 1.3 billion euros (Rs.71.5 billion) in 2007.
