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  • India’s drinking culture is changing – but what does the future hold?
  • India’s drinking culture is changing – but what does the future hold?
    Nazmul Houssain [On/Off], Creative Commons (2012) ©
CASE STUDY

Tuborg Booster Strong: quenching India’s thirst for strong beer

People in India drink to get buzzed. Strong beer, with an alcohol content above 5%, accounted for 83% of all beer sold in 2012 – with that figure expected to rise to 90% by 2019. Tuborg Booster Strong fruit flavoured beer wants to quench the thirst of this growing market.