More fizz will be added to the Indian beer market this year.
According to a report by Euromonitor International last year, there is likely to be a further rise of craft beers in India this year. The report says that “the huge success of B9 Beverages’ Bira 91 is expected to further encourage many global players to introduce their own craft beers. Additionally, with this category being largely underdeveloped, many new players are also expected to emerge.”
Likewise, a recent report by BMI Research of Business Monitor International, too, sees a strong growth for the beer market in India in 2018 “on the back of changing cultural attitudes and a young, increasingly affluent population, demand for premium and craft beers is rapidly emerging.”
With growth in demand from Indian beer connoisseurs, who don’t mind paying a premium, it’s no surprise that importers and local brewers have launched over 20 new and fresh flavours this summer, including niche craft beers produced in small breweries. “There are over 17 new beers hitting Delhi and Maharashtra shelves this summer and we are excited with all brands that enter our shores and become part of the ever expanding menu. Australia has a diversified craft beer culture, and we are delighted to see some for the first time from there,” says Rahul Singh, founder and CEO, The Beer Café, a chain of pubs. Some of the other summer beers that have hit Indian shores for the first time in the summer of 2018 that Singh recommends are the Belgian style wheat ale Blue Moon; Erdinger Sommerweisse which has summer in its name and is brewed in accordance with Bavarian purity law and Hite extra cold beer from South Korea, which is an ice point beer and perfect for India’s scorching summer months.
Singh finds young Indian millennials in the metro cities mirroring global trends , and trading up toward premium and craft beer offerings from around the world. And they’re willing to pay anything between Rs 250 and Rs 600 a pint. “Craft beers are made in a traditional, non-mechanized brewery and sometimes contain local flavours and ingredients that are different from the standard formulation. While many International beer brands have made their mark, the craft beer market offers an opportunity to Indian consumers to enjoy more flavours. The year on year growth of craft beer, as opposed to standardized brands is 13% rise in volume and a 16% increase in retail value,” Singh said.
Ishan Grover, a Delhi based master brewer has decided to go fruity this summer, having launched his first ever mango ale. “This is our first among the fruit beer series that we are planning to launch in various breweries across India. The beer is made with special Alphonso mangoes directly sourced from Maharashtra. Mango juice is extracted by cold press and 150 kg mangoes is infused. The beer has no artificial essence or flavouring agents, The malt and hops balances the sweetness of the mango and in summers this is the best way to beat the heat,” he explains. He has also introduced a pomegranate ale in Tama Brewery and Kitchen in Delhi.[…]
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