Surrey-headquartered brewing giant SABMiller believes it has come up with the perfect accompaniment to a curry – spicy beer!
However, UK lovers of hot dishes – of which there are millions - will have to wait to savour the experience as the ale, called Indus Pride, is only being launched in India for the time being.
SABMiller, boasting 200 beer brands and over 70,000 employees in 75 countries, is confident that the beer, coming in citrusy coriander, citrusy cardamom, spicy fennel and fiery cinnamon flavours, will be a big hit.
"Indus Pride taps into the sensorial experiences of the consumers and is targeted to be the perfect pairing with Indian gourmet cuisine,” said a company spokesman."
And he suggested that the new beer was something that the newly-affluent middle class would like to sup.
"Indus Pride is targeted at individuals who are socially versatile, regular consumers of premium beers and proud of India’s emergence," he added.
The beer is being rolled out Pune, Mumbai, New Delhi, Chandigarh, Kolkata and Bangalore.
SABMiller India’s marketing director, Derek Jones, said: "We aim to bring authentic Indian flavour and character to the world of beer. Indus Pride captures a truly Indian taste profile and represents the Indian speciality beer segment.
"We see a huge opportunity here as the beer intake is on a rise with the legal drinking age consumers more open to experimentation today.
"With the changing lifestyle and rise in disposable income, more people are looking for innovative and interesting products in every segment including beer."
SABMiller, also one of the world's largest bottlers of Coca-Cola products, has Pilsner Urquell, Peroni Nastro Azzurro, Miller Genuine Draft and Grolsch, as well as leading local brands such as Águila, Castle, Miller Lite, Snow, Tyskie and Victoria Bitter in its portfolio.
The company states that its business "is not separate from society", adding "the success of SABMiller is inextricably linked to the well-being of the wider community".
"Everywhere we operate, we're working to build strong local businesses that contribute to their local economies. That's what makes us global leaders in doing business locally."