Tuborg, the latest beer from the Carlsberg stable, is set to hit the country’s liquor stores. Tuborg, which is available in only in select markets including Delhi NCR, Mumbai, Hyderabad and Goa, will be available across India.

“Tuborg will be available across the country within the next two years. We are targeting a market share of 10 per cent for the drink by 2010 end,” Pradeep Gidwani, managing director, Carlsberg India, told Financial Chronicle. The company sells two other beer brands in the country from its global portfolio — its flagship brand Carlsberg and Okocim Palone. However, Gidwani did not divulge details on revenues, target sales and growth, as he terms it as ‘early days’.

The Danish beer is bottled at Carlsberg India’s breweries in Alwar and Aurangabad. The company has designed Tuborg with a unique pull-off cap. “Our strategy is to introduce to the Indian consumer a unique packaging innovation which makes the bottle opener redundant,” Gidwani said.

The total beer market in India is pegged at almost 12 million hectolitres annually, which is growing by 8-10 per cent every year. However, the per capita consumption of beer in the country is just 1 litre.