Though the Cola giants Pepsi and Coke have sidestepped worries on non - alcohol versions of the Beer giants making a dent in their market share and terming this segment "too tiny".
However, the growing shift towards the zero-alcohol versions are sure to keep the cola giants on their feet. Heineken, Cool Berg, Budweiser have entered the non-alcohol cool drinks market with a boom. With atractive pricing and a rapidly shifting consumer preference, this gives the beer - zero category a special edge. A dent is possible. However small it might be.
Zero Alcohol Beer can well be termed the start-up kid of the read to drink beverages market. Aiming to disrupt the Rs 20,000 Crore Indian beverage market that is ruled by Pepsi and Coca Cola, this latest entrant is causing eye brows to be raised for those who have been the undisputed market leaders for more decades.
These non--Alcoholic Beer are priced 35% lower than regular Beer and have nearly 40% less calories than the aforementioned carbonated drinks.
As per a market analyst, the conscious Indian consumer had moved from colas to Frooti. Now they prefer the cold-pressed juices. It is sure that the non-alcoholic beer cannot breach of Colas, however they are definitely looking at creating a dent in their market share in times to come.