The Caribbean beer brand, Carib Premium Strong Beer, has strengthened its India market push by appointing West Indies cricketers Nicholas Pooran and Dwayne Bravo as brand ambassadors, signalling a sharper, cricket-led strategy to scale in one of the world’s most competitive beer markets.
The development is part of a structured India entry led by Carib Brewery, a subsidiary of ANSA McAL, in partnership with Globus Spirits Ltd through their joint venture, Globus ANSA Private Limited. Since entering India in 2025, the brand has prioritised a phased rollout across Uttar Pradesh, targeting high-consumption cities such as Lucknow, Kanpur and Varanasi.
Operating in the strong beer segment with an alcohol content of approximately 8%, Carib Premium Strong Beer is positioning itself in the high-volume category that dominates India’s beer consumption. The focus on price-sensitive, mass markets reflects a distribution-first strategy, with further geographic expansion expected in the near term.
Commenting on the development, Adrian Sabga, Managing Director, International and Business Development – Carib Brewery, said, “To see Carib Premium Strong Beer on shelves in Uttar Pradesh, and now to bring Nicholas Pooran and Dwayne Bravo together in Lucknow during the IPL – it’s a proud moment for everyone at Carib and for Trinidad and Tobago. India was always our boldest move, and events like this remind us why we made it. This is what happens when you back your brand, back your people, and trust that cricket will always bring us together.”
Paramjit Singh Gill, CEO of Consumer Division, Globus Spirits Ltd, added, “This launch is more than introducing a new beer; it’s about celebrating the spirit of two vibrant cultures brought together by cricket, bold flavours, and good times.”
Antron Forte, Head of Brand Marketing – Carib Brewery, continued, “This partnership is more than just a sponsorship; it represents the heart of Carib’s strategy – building brand equity through two cultural pillars that define who we are: Carnival and cricket. Their journey from local cricket grounds to global stadiums mirrors the very path Carib has taken.”
The ambassadors were unveiled in Lucknow during the ongoing Indian Premier League season, underlining the timing of the campaign to capitalise on peak cricket engagement.
By combining Caribbean identity with India’s cricket ecosystem, Carib is attempting to carve a differentiated space in a crowded market, where cultural relevance is increasingly as critical as pricing and distribution.
