Sticking to a metro-specific focus, the beer will be launched in Pune, Mumbai, Delhi, Gurgaon, Chandigarh, Kolkata and Bangalore. The packaging incorporates Indian essence in terms of colour and design to establish a better connect.

SABMiller prides itself in offering customized Indian flavoured beer, suited to the Indian tastes and preferences. In its effort to create a burst of Indian flavours, Indus Pride will be available in four variants, namely Citrusy Coriander, Citrusy Cardamom, Spicy Fennel and Fiery Cinnamon. These flavours are designed specifically keeping in mind the beverage pairings that suit Indian cuisines.

Speaking about the launch of Indus Pride, Derek Jones, Marketing Director, SABMiller India said: "With this launch, we aim to bring the authentic Indian flavour and character to the world of beer. Indus Pride captures a truly Indian taste profile and represents the Indian specialty beer segment. We see a huge opportunity in India as the beer consumption is on a rise with the legal drinking age consumers being more open to experimentation today. With the changing lifestyle and rise in disposable income of consumers, more and more people are looking for innovative and interesting products in every segment including beers. Indus Pride is a beer brewed in India for the people of India and the rest of the world. We are confident of an encouraging response from the consumers."

SABMiller serves the market with 10 breweries including brands such as Haywards, Knock Out, Royal Challenge, Foster`s, Miller High Life and Indus Pride. It also markets its international brand Peroni Nastro Azzurro.