Edited excerpts from the interview:
CI: What was the thought behind launching Budweiser Magnum in the metros first? When will it be available nationwide?
Kapil Agarwal (KA): We have seen a trend in metros where there is increased spending power in consumers. Seeing this we felt that there is a need for a premium brew like Budweiser Magnum for upscale, sophisticated consumers (priced at Rs 150 for 650 ml). So we launched the beer first in the metros. There is no fixed timeline for the launch elsewhere in the country. After seeing how it works here, we will launch elsewhere in the country.
CI: What's the marketing strategy for Budweiser Magnum?
KA: We are focusing on exclusive experiences, building on the international music and sports that Budweiser is associated with. For now we are targetting premium stores to get our sales.
CI: Any marketing plans around Euro 2012 since the brand is actively involved with international footballing events?
KA: We have nothing planned around Euro 2012. Our major tie-ups with worldwide events include the Fifa World Cup, FA Cup and the Major League Soccer in the United States.
CI: Does Budweiser have a creative agency on-board? Will Magnum be handled by the same agency?
KA: We don't have a creative agency on-board currently. We switch agencies from time-to-time depending on the need.
CI: What would Budweiser Magnum's competition be? What are the sales numbers you expect from this?
KA: We are looking to create a new segment with the launch of Magnum. So this means there is no competition per se. As for the sales, it is too early to put numbers or percentages. We don't have any numbers or expectations right now since we have just launched Magnum.
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