New Delhi : In a move aimed at securing growth through alliances, Shaw Wallace and Company Ltd announced its strategic alliance with Rajasthan-based Rainbow Breweries Ltd on Wednesday. The alliance is expected to boost the company's presence in the three million cases-a-year Rajasthan beer market from one million cases to one and a half million cases a year.The alliance with Rainbow Breweries is SWC's third major strategic initiative. Rainbow Breweries, located at Shiwar at Sawai Madhopur district, has a capacity of six lakh cases a year and will now produce the Haywards range - Haywards 5000 and Haywards 2000 - and the Royal Challenge Premium Lager beer.
``We were unable to meet demand due to capacity constraints,'' according to a SWC spokesperson. ``SWC expects to sell 20 million cases of beer this year and take it up to 22 million cases next year.''
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