Foster's looking for tie-ups with portals to push brand  ( February '20,2001, FE)

Targeting IT professionals, the Australian beer major Foster's Brewing Group, has proposed to utilise the youth-centric portals as major centres to market its premium beer brand "Foster's". "We have had discussions with a few portals in India in a bid to familiarise the brand among IT professionals", said Mr Pradeep Gidwani, managing director of Foster's India.

The Net-based buyer can order by using the Internet, he added. Mr Gidwani said the company is in the process of establishing on-the-ground distribution facility to facilitate the supply of cases as per the orders. Net trading will be operational once the company enters into firm tie-ups with the portals, he explained. Further, the company also has three Websites, which can be accessed by traders internationally.

Mr Gidwani was here in connection with the company's launch of Foster's beer in the city. Speaking on the occasion Mr Gidwani said the company plans to launch separate promotion campaigns targeting each of the communities including IT professionals.

After making a mark in the Maharashtra and Goa markets, Foster's India has initiated plans to expand its base in the southern markets. The company proposes to set up two manufacturing plants in this region, one in AP and one in Karnataka, Mr Gidwani explained. At present, the company has a brewery in Aurangabad with a capacity to produce 2 lakh cases per month.

"We have plans to double the capacity by the end of 2001 by setting up breweries at different locations", he added. The company opted to take over the existing breweries on joint venture basis or outright purchase. "We are in discussion with some of the best breweries in AP and Karnataka", he said.