While talking about the J&B case last night and the rise of competition though beer and wine, I was reminded of the linked article in BusinessWeek titled "The Great Indian Beer Rush". The article addresses the marketing challenges from the beer industry's perspective and how to break into a primarily whisky drinking country. Will they be as successful in India as they have been in the US?
http://www.businessweek.com/globalbiz/content/apr2007/gb20070412_651937.htm
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In my opinion, beermakers will succeed in devloping Indian market. Because they don't follow the trend. They intend to create new custom on younger generation. Once they can make it custom to drink beer, they can dominate this market.
As the atrcile says, their strategy make sense for following reasons. First, younger generation are expected to be loyal to the brand once they get to like it. Second, the climate in India is so hot that beer will bring a kind of algefacient to Indian people.
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