International brewer Anheuser-Busch InBev (AB InBev) has launched its first energy drink Budweiser Beats in India. Kartikeya Sharma, president - India & South East Asia, said the category was the next logical extension after AB InBev launched its first non-alcoholic beverages (zero alcohol beers for Budweiser and Hoegaarden) two years ago.

“The energy drink category is heavily under-indexed for premium quality brands. This will take Budweiser to newer, bolder places in the Indian market. It has been approved first for the India market, just like Budweiser Magnum was in 2012. After the success we showed with Magnum, it is travelling to China as a successful innovation born in India.