~The campaign aims to connect with audiences by encouraging them to embrace their unique modes of relaxation.~

~The campaign saw the launch of STOK personality film and, AR filter integration and influencer collaboration.~

STOK, an Indore-based beer brand, a flagship product of MEBL, offering premium quality beer is proud to unveil a brand new look and revamped brand identity through a comprehensive digital campaign. The campaign aims to connect with audiences through beer persona-based visual connect and encourages everyone to embrace their unique modes of relaxation with STOK beer with the new positioning “Live The Chill”. The campaign features the beloved STOK Panda in a fresh and engaging way, each representing one of its popular beer variants. The campaign assigns distinct personalities to the mascot, with the adventurous one representing STOK Strong, the laid-back for STOK Lager, and the poised for STOK Wheat. This creative approach is intended to make the brand more relatable and appealing to consumers.

The comprehensive campaign, conceptualised and executed by marketing solutions agency Asymmetrique, was carried out in three phases. In the first phase of the campaign, the STOK panda mysteriously disappeared from the packaging creating a wave of curiosity and speculations over social media.  This unexpected twist sparked conversations and engagement, fuelled by participation from influencers such as Sensibly Insensible, Omkar and Shreya Jain. Building on the mystery, the second phase featured teasers and influencer activities and interactive posts. The final phase unveiled the Panda’s stunning makeover through an engaging video coupled with the announcement of STOK’s return on an all-new packaging design. This phase included the release of STOK Personality Film, influencer collaborations and an AR filter integration, providing an immersive and interactive experience for the audience.

Sharing his vision behind the rebranding, Mr. Vedant Kedia, CEO, MEBL says, “We wanted STOK to have a unique appeal that caters to beer choices sought by Gen Z. This generation values individuality and seeks out brands that resonate with them on a personal level. The idea behind creating the three STOK Pandas was to reflect that spirit. This campaign has brought our vision for the brand alive via a campaign that makes the brand stand out even more. Asymmetrique has done a fantastic job in conceptualising this campaign and bringing our vision to life.”

Further, speaking about the campaign, Mr. Nitin Gupta, Founder and MD of Asymmetrique, commented: “In the beer category, packaging becomes the first point of brand connect with consumers. Our goal was to create a campaign that not only showcased the new packaging, but also allowed consumers to connect with their beer type through STOK Panda’s brand-new avatars. We therefore focused on crafting a narrative that would instantly engage and excite the audience by allowing them to participate in the search for STOK first, and then discover the STOK Panda of choice matching with their own personality. This then translated into a connect with the beer type exemplified by the chosen Panda avatar. A brand-new website was also launched alongside, which allowed old and new STOK discoverers to immerse themselves into the STOK philosophy and truly live the chill“

Last year, STOK also launched its YouTube channel “STOK ‘N CHILL”, marking a pivotal shift from being just a beer brand to evolving into a lifestyle experience through its community of Chillkeepers. The first IP launch is Laughter Brewery, a stand-up comedy channel for those who like to chill with humour over a beer. 

Here are the links to the campaign –

Instagram – STOK (@stokindia) • Instagram photos and videos

Campaign – STOK | STOK has vanished into thin air. Is this a case of a missing person or more? Help us know #WhereIsSTOK so we can chill again. Do you have… | Instagram

STOK | STOK Idhar Hai! 🐼🍻 Kudos to everyone who guessed it right – he was getting a makeover. DM us to claim your exciting reward now. 🎁 For… | Instagram

About STOK 

STOK, a beer brand based in Indore, operates under Mount Everest Breweries Ltd (MEBL)., one of India’s rapidly growing breweries. Launched in 2019, STOK aims to establish itself in the premium beer market, symbolising joy and camaraderie akin to the endearing traits of a Panda. It encourages its customers to unwind and relax keeping aside the regular hustle and bustle of daily routine. 

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Pale lagers are often considered the most drinkable and are therefore the most consumed worldwide, thanks to regional variations and strong branding. However, lager beers exhibit a wide range of characteristics comparable to ale beers, including colour, hoppiness, maltiness, bitterness levels, body, etc. Among the most traditional parameters of lagers is the fermented flavour, which tends to be less intense over time. This parameter changes with new craft lagers, a direct consequence of the chosen yeast and fermentation process.

What Defines Lager Beer?

If it’s not solely flavour characteristics that define lager beer, what does? The answer lies with the yeast species used to ferment it. While ale beers are fermented with a wide range of Saccharomyces cerevisiae (S. cerevisiae) strains, lager beers are fermented with Saccharomyces pastorianus (S. pastorianus), a bottom-fermenting yeast.

Bottom fermentation is often used to describe lager fermentation. Our ancestors, without understanding the phenomenon, used to collect yeast from the top of the fermenters. During this process, a specific phenotype that rises at the end of the fermentation was selected: top fermentation (ale yeast). In contrast, lager yeast is defined by another phenotype; yeast that settles at the bottom of the fermenter. However, today this distinction does not necessarily hold true due to advancements in brewing techniques and yeast management.

Lager yeast is relatively recent in evolutionary history compared to S. cerevisiae. With traces of fermented grain dating over 10,000 years, S. cerevisiae has been part of the human diet for millennia. As a result, numerous domestication events allowed its phenotypes to evolve. Among others, maltotriose utilization has increased, and phenol production, both being important and differential flavour aspects to lagers.

S. pastorianus is actually a hybrid yeast. For a significant period, only one parent of this hybrid was known: S. cerevisiae. More recently, the puzzle was solved with the discovery of Saccharomyces eubayanus, the second parent according to today’s microbial evolution theory. While the exact details of the hybridization event remain uncertain, extensive research has shed light on the process. Most likely, the new hybrid was born when S. cerevisiae and S. eubayanus bred in a brewery environment. A plausible scenario suggests that the breeding may have taken place during fermentation in the cold caves of Bavaria during the 15th century. Cryotolerance, the ability to maintain physiological and genetic stability at low temperatures, played a significant role in the selection of the lager yeast species. Lager yeast was favoured for its capacity to ferment at low temperatures, unlike ale yeast, which struggles to complete fermentation below 16-18°C. Lager yeast can effectively achieve final attenuation at temperatures lower than 11°C. In the Czech Republic, it is not uncommon to transfer beer into maturation tanks at around 3-4°C (when attenuation has only reached 73-75%). This extended fermentation process may take an additional three months but will not stop until it’s over.

Apart from being cryotolerant, the S. pastorianus yeast strain exhibits characteristics such as medium-high attenuation, good flocculation and sedimentation properties, and being phenolic off-flavour (POF) negative. Compared with ale yeast, lager strains have lower genetic diversity.

Lastly, lager yeast is known, apart from exceptions, to be very neutral in its fermentation flavour formation. S. pastorianus does not produce noticeable amounts of higher alcohols (fusel alcohols) and fruity esters compared with S. cerevisiae. But what is neutral in beer? A brewmaster can make the perfect wort in the brewhouse; however, the wort produced will not be a tasty beverage. Wort is heavy, not refreshing, and full of undesirable aldehydes. Only beer yeast can remove the aldehydes and increase the freshness and drinkability—in a word, make it a good beer. To this end, lager beer is not neutral at all (nor is ale yeast). Lager yeast reveals the hidden potential of the raw material used and unveils all the effort of the brewmaster who has worked so hard to make the perfect beer.

Diversity in Lager Beer Styles

When thinking about the vast diversity of lager beer, one common feature comes to mind: balance. Unlike certain modern versions of craft and ale beers, the soul of most lagers is finding the perfect equilibrium between bitterness, sweetness, drinkability, malt character, and fermentation flavours. Finding the perfect strain for each beer style alongside brewery specificity is of major importance. Pilsner is the most iconic style of what is considered a premium lager. A Pilsner typically offers a crisp and refreshing taste with moderate to high bitterness, balanced hoppy notes, subtle maltiness, and a clean dry finish. Fermentation flavour is neutral, just revealing the combination of raw materials used to make the beer.

Fermentis provides ideal solutions for these styles with yeasts such as SafLager™ S-33 and SafLager™ W-34/70, which can ensure neutral character and avoid off-flavours.

Marzen Beer, Oktoberfest, or Vienna lagers are variations of similar styles. From strong golden colour to copper, they are characterized by their rich maltiness, balanced by a clean finish and moderate hop bitterness. These styles showcase a robust malt profile with flavours of toasted bread, caramel, and toffee, balanced by a moderate hop bitterness and clean, dry finish, making them ideal choices for autumnal festivities and cool weather enjoyment. Of German origin, SafLager™ W-34/70 allows a clean fermentation profile to benefit the malty character of Marzen, Oktoberfest, or Vienna lager beers. For slightly fruitier versions, SafLager™ S-23 remains an ideal option that can certainly add a layer of complexity to some malty-fruitiness that can be present in these styles.

In general, fruitiness is a flavour often enjoyed by consumers, and some brewers are diversifying lagers in this regard. Often called estery lager, it is an alternative to the neutral fermentation flavour of S. pastorianus. Although every brewery yeast produces higher alcohols and esters (even in bottom fermentation), in most cases, these volatiles are close to or below their respective flavour thresholds. One of the most important features is the ratio of higher alcohol to esters. A common target is to reach for values between 3 and 4:1. Fermentis SafLager™ E-30 produces significantly higher amounts of fruity esters, specifically isoamyl acetates, that provide a banana-like character to beer, at least two times more than any other lager yeast in the Fermentis range. This yeast allows for innovative alternatives to classic and modern lager beer styles, bringing forward the fermentation fruitiness and adding extra layers of flavour complexity.

Modern advancements are not limited to fermentative and malty flavour diversity; they also encompass the development of new hop nuances. Apart from the traditional and hopped Pilsners, Italian lagers are dry-hopped versions, using the same noble European hop (Saaz, Hallertau Mittelfrüh, Tettnang, Spalt, etc.). The base of the beer is very similar to Pilsner styles with a balance leaning towards hops, having medium to high bitterness, freshness, and lower malt character. The dry hopping adds to the complexity of the beer, providing extra layers of floral and herbal notes, and the yeast choice can make a difference. The perfect yeast to allow for noble hop expression is SafLager™ S-189. Cold IPA, New Zealand Lager, or India Pale Lagers are variations of the lager version of IPA. Characterized by its high hop dosage and medium to high smooth bitterness, these beer styles are diverse and result from the brewer’s creativity. Any variety of hop can be used for dry and late hopping to confer a wide range of fruity notes such as citrus, tropical, floral, or herbal.

In conclusion, lager beers present a rich spectrum of flavour profiles and styles, each possessing its own distinct character. While malts and hops often take the spotlight, it’s essential not to overlook the crucial role of yeast. The craftsmanship of the Brewmaster in harnessing these elements renders lager beer a timeless classic and a beloved choice for beer enthusiasts worldwide.

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Maize & Malt boasts a dream team of culinary veterans Chef Sombir Choudhary and mixologist Avinash Kapoli, known for their work at Soka & Jamming Goat, bring their expertise to the table. The space is conceptualised, designed and brought to life by the creative genius Jatin Hukkori, Creative Director at WDA known for his rich background in Hospitality Architecture.  

An Immersive Journey

Spanning over 60,000 square feet, Maize & Malt’s maze-like design features walkover bridges, winding pathways, and seating for 1,200 guests. The name “Maize & Malt” reflects both the key ingredients of beer and the venue’s intricate layout, inviting visitors to explore and discover.

Culinary and Brewing Delights

Amit Mishra, Co-founder of Falcon Brews, showcases his brewing expertise at Maize & Malt with a craft beer program that includes standout creations like Blonde Ale, Hazy IPA, and Amber Ale. Each brew is a testament to his commitment to excellence, crafted with the finest natural ingredients to blend traditional brewing techniques with modern flavours. Mishra’s distinctive beers reflect a dedication to quality and innovation, making every sip a unique experience.

Versatile Event Spaces

The heart of Maize & Malt is The Speakeasy, an indoor cocktail bar and event space perfect for corporate gatherings. For larger events, the rooftop area boasts an Island Bar, Live Counter, and seating for 1,000 guests, with a DJ Deck ensuring a vibrant nightlife atmosphere.

Innovative Beverage Program

Maize & Malt’s beverage program features signature cocktails inspired by regional flavours. The “Fruitful Phantoms” selection, made with cold-pressed juices and premium spirits, offers a balance of flavour and refreshment. The “Revived Classics” elevate traditional drinks like the Gin and Tonic with in-house sous-vide syrups. Each cocktail celebrates regional flavours with unique combinations for a memorable drink experience.

With the launch of Maize & Malt, Serial Entrepreneurs and Directors of Maize & Malt Siddharth Kumar Gupta and Shashaank Shekhar bring their dream project to life. “It’s not just a brewery; we’re unveiling a multifaceted entertainment destination meant to be a haven for all occasions,” says Siddharth. “We poured our heart into creating Maize & Malt to make it Whitefield’s go-to spot for everything from intimate dinners to grand celebrations. Our spacious, stylish venue is the perfect backdrop for any occasion,” they added. “Whether you’re looking to unwind with friends over a craft beer, host a corporate event, or celebrate a special milestone, Maize & Malt offers an inviting atmosphere and top-notch amenities. We believe in creating memorable experiences, and our dedicated team is committed to providing exceptional service to ensure every visit is extraordinary. We can’t wait to welcome the community and be part of their cherished moments.”

Maize & Malt caters to various preferences and occasions, making it a standout in Bangalore’s hospitality scene. Whether enjoying a craft beer, savouring regional micro cuisine, or hosting a memorable event, Maize & Malt promises an experience that blends tradition, innovation, and enjoyment in a unique setting.

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~Recycling the waste malt sacks could keep over 70 tonnes of plastic out of landfills and incinerators each year.~

Premium malt manufacturer Crisp Malt has launched an industry-first partnership with TerraCycle, following strong customer demand for more sustainable disposal solutions in the sector. TerraCycle is an innovative waste management company that has become a global leader in collecting and recycling hard-to-recycle waste. The new partnership makes Crisp Malt the first major maltster to enable the collection, recycling, and repurposing of their used malt sacks in the UK.

From now on, Crisp Malt customers can purchase TerraCycle Zero Waste Boxes directly through the Crisp Malt sales or customer service teams. To celebrate this launch, the first 100 boxes will be offered at half-price. The Zero Waste Box™ is TerraCycle’s innovative solution for storing, shipping and recycling various types of hard-to-recycle waste that are typically not recycled through local councils or traditional recycling facilities. Boxes purchased by Crisp Malt customers through the programme can be used to collect empty plastic malt sacks for recycling. A large Zero Waste Box can hold approximately 80-100 empty 25 kg malt sacks, and its all-inclusive cost of around £131 per box (excluding VAT) covers recycling, shipping, and handling fees. Additionally, Crisp Malt and TerraCycle are collaborating on an alternative option, which will offer bulk collections and recycling services with costs comparable to current disposal routes. 

Ellie Wood, Sustainability Coordinator at Crisp Malt, said: “Many of our customers are moving towards more sustainable practices across all areas of their business. Our partnership with TerraCycle addresses the industry-wide challenge of used malt sack disposal. This initiative provides our customers with a simple solution to recycle their waste malt sacks, helping them meet their own ‘zero waste’ goals as well as helping us work towards our own ‘zero waste’ sustainability targets. If all our customers adopted this scheme, over 70 tonnes of plastic waste from sacks could be kept out of landfills and incinerators each year. Our partnership with TerraCycle provides our customers with a fully transparent and traceable sustainable waste management process. The Zero Waste Box programme is just the start – we are developing another option for our larger customers to offer bulk collections and recycling”. 

Julien Tremblin, General Manager, TerraCycle Europe commented: “TerraCycle is delighted to be partnering with Crisp Malt to bring a recycling solution for plastic malt sacks to its UK brewery, distillery and other malt-using industry customers. Malt sacks represent one of the most significant waste management challenges these sectors face, so it is great to see a market leader like Crisp Malt taking proactive action to offer its customers the opportunity to address this issue in a collaborative way. We would encourage any maltster to follow Crisp Malt’s forward thinking example to help grow a widespread transition to more circular waste management practices across the malting industry.” 

For over 150 years, Crisp Malt has created strong relationships across the supply chain, ensuring that the sustainability objectives of suppliers, customers and their end consumers are met. The company is continuing to build on these relationships through offering this industry-first solution. 

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Following the grand success of five outlets across the country, BIRA 91 has proudly launched its second Taproom in Delhi, located at the bustling Pacific Mall in Tagore Garden, West Delhi. This new venue promises a multi-sensory Taproom experience focused on guest comfort and holistic engagement, making it a haven for beer enthusiasts that truly resonates with the brand’s vibrant characteristics.

The Tagore Garden neighborhood in West Delhi, known for its dynamic young audience, is the perfect setting for BIRA 91’s second Taproom in Delhi, following the success of the Taproom at the Commons in DLF Avenue Saket, South Delhi.

Ankur Jain, Founder and CEO of BIRA 91, remarked, “We are thrilled to announce the launch of our second BIRA 91 Taproom in Delhi. This new location represents our continued commitment to providing unique craft beer experiences. Our new Taproom in Delhi offers a diverse range of our finest brews and a vibrant atmosphere, perfect for beer enthusiasts. We are grateful for the incredible support and look forward to welcoming everyone to join us in celebrating this exciting milestone.”

Building on the successful openings in Bengaluru, Gurgaon, Delhi, and Ludhiana, BIRA 91 Taproom offers the widest collection of craft beers on tap, accompanied by an elaborate food menu curated by celebrity chef Vicky Ratnani. 

Rahul Singh, SVP, Pubs Division of BIRA 91, added, “The beer revolution in India is currently at an exciting juncture, and opening our second outlet in the Delhi market only strengthens our belief in its potential. With the launch of this Taproom in Pacific Mall Tagore Garden, we aim to bring the joy of flavorful beers to the ever-experimenting neighborhood of West Delhi.”

BIRA 91 Taproom at Tagore Garden is designed to be the perfect leisure zone where guests can unwind after a day’s work or entertain friends and family. The facade, with its vintage shop front, is disrupted by digital displays and signage, creating a welcoming vibe. The aesthetically designed interiors exude warmth and comfort, featuring brick and “beer-hued” handmade tiles that create an earthy yet modern atmosphere, ideal for enjoying an evening with great beer and food. 

The interplay of lights, sound, and energy creates a dynamic environment, perfect for an inviting evening. The smart lighting throughout the interiors adapts to the time and mood, shifting from bright and invigorating in the afternoon to warm and intimate in the evening, ensuring guests remain high-spirited and upbeat at all times.

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Mumbai’s favourite Gastro-pub has been at the forefront of the beer and burger pairing movement since its first edition. Over the past sixteen editions, Woodside Inn has created burgers based on themes like Zodiac Signs, Music, and more, collaborated with personalities like Baba Sehgal and Celebrity Chef Saransh Goila to name a few. Over the past sixteen editions, the brand has constantly pioneered its Beers & Burgers with the most exciting pairings and flavors along with cool and unique collaborations to entice people to join this annual celebration at Woodside Inn – Colaba, Bandra, and Andheri. 

Now, in its seventeenth edition, the festival is putting forth some interesting collaborations and flavours. Bira 91 will be pouring an exclusive stout called Goan Gypsy. Inspired by the legendary Indo-Portuguese layered dessert, Bebinca, the stout will have flavours of coconut and nutmeg. 

In the 17th edition of the Beer and Burger Festival, Director and Co-Owner, Pankil Shah quotes “I still can’t believe that, in its 17th year, Woodside Inn’s Beer & Burger Festival is almost an adult! From a humble 15-day beer and burger menu, it has evolved into one of Mumbai’s most celebrated months of the year. This year, we celebrate in true style by taking inspiration from the world’s biggest carnivals – everything from the Rio Carnival to Mardi Gras to our own Goan Carnival”. Experience flavours from carnivals around the world that are styled reminiscent of vibrant culture. The festival brings in a complete experience of fun events like the Shopping carnival, Goan Band Performance, Queer Camp and many more. 

Begin the celebration with six exclusive craft beers, brewed by the folks at BIRA 91, Goan Gypsy is inspired by a legendary Indo-Portuguese dessert, Bebinca. This is an easy-drinking stout brewed with roasted chocolate malts and hints of nutmeg and coconut. There’s also another exciting collaboration – Xtra Hoppy with Windmills, Bangalore, An eX-traordinary pale ale inspired by the best IPAs from Australia. Brewed with fine Maris Otter malt and sprinkling of caramel malts, this beer uses generous amounts of classic Australian hops like Vic Secret bursting with vibrant notes of tropical fruit, citrus, and hints of stone fruit.

Experience Woodside Inn’s in-house craft beers starting with Rio Redeemer, a lemonade Lager inspired by Brazil’s carnival, Masquerade: This Sangiovese Oenometer masterfully combines craft beer and fine wine, Blanc Out, A delightful hybrid of French wheat ale and American hazy IPA and Paradiso Tropicale: A tart ale bursting with orange and pineapple flavours. The CarniWorld will have two special events during the festival, a Vindaloo Band & Wednesday Live Zipped at Woodside Inn, Andheri on 24th July 2024. 

There are 10 decadent burgers, each inspired by different carnival celebrations across the world namely the Rio Riot burger inspired by Brazil’s Carnival, PO’ KING burger inspired by Mardi Gras– U.S.A, BALKAN BLAST burger inspired by Rijeka Carnival – CROATIA, ALOO PI-ERTY Burger inspired by Trinidad and Tobago Carnival, MASQUED DON Burger inspired by the Venice Carnival – ITALY, NOTTING CRAZY Burger inspired by the Notting Hill Carnival – ENGLAND, EGGS-TRA EASY Burger inspired by Sydney Carnival – AUSTRALIA, SAMBAL SMASH Burger inspired by carnival Solo Batik – INDONESIA and NIGERIAN YAMBOREE Burger inspired by Calabar Carnival – NIGERIA. 

The Goan Carni-More burger, in collaboration with Chef Ralph Prazeres from Praca Prazeres, Goa is a succulent Grilled Pork Shoulder and Pork Belly Patty, topped with roasted tomatoes, Goan rosary sausages, and a rich Pasteis de Nata aioli, all nestled in a soft milk bun. Chef Ralph Prazeres says “When I was asked to create a special burger for the Woodside Inn Beer & Burger Festival, I knew it had to be something that would transport people to Goa the minute they sunk their teeth into it. That’s why the Goan Carni-More burger features a succulent pork patty as well as piquant Goan rosary sausages, and my personal touch of a pastéis de nata aioli. 

Nothing beats a chilled beer and a freshly flipped burger! Head to your nearest Woodside Inn to dive into a world of beers, burgers and carnival fun from around the globe. 

When: From 8th July 2024 to 10th August 2024 

What: Woodside Inn’s – 17th Beer & Burger Festival (Carnival Edition)

Time: 11.30 am to 1.30 am 

Contact Number: +91 7718900099 (Colaba), +91 8451957787 (Bandra) and +91 8898192961 (Andheri) 

Where: Woodside Inn, Colaba, Bandra and Andheri

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Geist Brewing Co., South India’s leading craft beer company, today announced the availability of its  draught beer in Puducherry. The Bengaluru based distribution craft brewery has 3 F&B outlets across the  city and offers a range of craft beers that are being supplied on tap and in cans across Bangalore,  Hyderabad and now Puducherry.  

Geist Brewing Co currently supplies their four variants, Geist Witty Wit, Geist Uncle Dunkel, Geist  Kamacitra and Geist James Blond in 500ml crowlers (cans) in Puducherry. These variants, along with the  addition of the Geist Weiss Guy and Geist Repeat, are now available on tap at select partner pubs, hotels  and restaurants in the region. 

Appended are the details about the 6 variants – 

• Geist Witty Wit: In keeping with Belgian Witbier traditions, this wheat beer is brewed with orange  zest and coriander. Incredibly refreshing with a notable wheat flavour and tartness, it pours hazy  whitish-yellow with a creamy head.

Style: Belgian- style Witbier | ABV: 5% | IBU: 10

• Geist Uncle Dunkel: Hazy, amber-brown with low hop bitterness, the German-style dark wheat  beer has a tasty flavour profile packed with bready malt, nuttiness, caramel and mild chocolate  along with banana and clove creating the aroma. 

           Style: Dark Wheat Beer | ABV: 5.4% | IBU: 14 

• Geist Kamacitra: this American-Style India Pale Ale is deep orange in colour, with a pleasant hoppy  bitterness. Smooth and flavourful, this IPA features citrus and tropical fruit hop characteristics.

          Style: American-style IPA | ABV: 6% | IBU: 43 

• Geist James Blond: A high-alcohol Belgian-style beer, fruity sweet with mild spicy notes, balanced  by a noble hop bitterness. 

          Style: Belgian style Strong Blonde Ale| ABV: 7.7% | IBU: 26 

• Geist Wiess Guy: Intense yellow and cloudy with low bitterness and lively carbonation, the  Bavarian-style Weissbier has distinctive aroma and flavours of bread, a touch of banana and some  clove to add a pleasant spiciness. 

          Style: South German Style Wheat Beer | ABV: 5.2% | IBU: 12 

• Geist Repeat: A top-fermented premium lager with a touch of maltiness, soft bitterness and a  refreshingly light palate. 

           Style: Top Fermented Premium Larger | ABV: 4.5% | IBU: 16 

Speaking on the expansion, Narayan Manepally, Founder of Geist Brewing Co, said, “It is the dream of  every brewery to get their beers into the hands of as many appreciating customers as possible. Beer drinking culture is constantly evolving in the country, and our expansion to Puducherry, first in crowlers  and now in kegs, is only proof of the growing appreciation for great craft beer but also for fresh craft beer  on tap. By keeping the focus on quality and experimentation, breweries like ours have been able to offer a 

diverse range of beer styles catering to different palates, from a variety of options including wheat beers,  stouts, porters, IPAs (India Pale Ales) and more.  

Over the years, the Indian beer industry has witnessed a shift in consumer choice, with craft beer growing  at a rapid rate of 70-80 percent year-on-year. The Indian beer industry is a $4.5 billion market opportunity  and craft beer is around 1% of that. As it continues to win the hearts and minds of appreciating customers,  craft beer is expected to outpace the growth of the overall beer market in the years ahead. Geist Brewing  Co.’s expansion to Puducherry is proof of the growing consumer choice for quality craft beer. 

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Six Fields Blanche

Six Fields Blanche, a premium Belgian-style wheat beer also known as “Blanche,” is named after its six key ingredients: wheat, oats, coriander seed, malted barley, and orange peels. These ingredients give it a bitter yet enticing taste. Light in color with a smooth texture, this beer is spiced with orange and coriander, providing a delicious and refreshing experience. It has an ABV of 4.5%. With its signature citrusy taste, this beer by DeVANS boasts an unmatchable aroma and a uniquely appealing texture.

Price: Rs. 120

Hopper Wit Bier

This wheat beer, with the perfect amount of bubbles, has a hazy golden-orange hue and an ABV of 5%. Made from pale malts and wheat grains, it features hints of biscuit, cracker, and yeast, contributing to its refreshing taste. The coriander adds a spicy touch, enhancing its bright, crisp aroma. Grassy hops and herbs further distinguish this light wheat beer from others. Tangerine, lemon zest, and orange peels lend it hints of citrus, giving it a tangy flavor that makes it an amazing drink.

Price: Rs. 330

Six Fields Cult

Six Fields Cult, a wheat beer, with an ABV of 5.9%, will rock your taste buds. This strong beer has a tangy twist from the orange peel, which lends a lingering freshness. The sweet flavor is enhanced by aromatic coriander, making it a truly Indian beer, perfect for those who prefer their drinks with a hint of coriander. Also available in 5-liter kegs, you can experience the joy of drinking right from the tap. It can be kept for 90 days, but we’re sure friends who have met after a long time will finish the keg sooner.

Price: Rs. 120

Bira 91 White

With an ABV of 4.9%, this light and breezy beer is perfect for overcast days. Its citrus and coriander ingredients create a high aroma, making it a crowd-pleaser with low bitterness. Ideal for rainy evenings, this medium golden-hued beer features hints of coriander and orange, making it an absolute delight for beer enthusiasts.

Price: Rs. 170

White Rhino Wit

While others boast of ingredients that contribute to the aroma of beers, White Rhino stands out by using Curacao orange peel and organic coriander, picked from the majestic Himalayas, a region rich in herbs. This beer, brewed with Indian wheat, offers enhanced flavors. Its brewery, often referred to as the producer of the first craft beer in India, is located on the outskirts of Gwalior.

Price: Rs. 150

Simba Wit

With a fruity and citrusy aftertaste, this homegrown wheat beer is one of the lighter options, with an ABV of 4.5%. Perfect for the rainy season, it is a must-have for your home bar. The refreshing beer features hints of coriander, lemongrass, and orange peels. This natural beer contains no artificial flavors or aromas.

Price: Rs. 140

The White Owl Spark

Brewed at Som Distilleries in MP, this beer has a hazy golden color and a high ABV of 7.9%, making it one of the strongest wheat-based beers. Its moderate citrus flavor is enhanced by a predominantly orange aroma. Additionally, this beer is made using neutralized water, ensuring that The White Owl Spark beer can be produced anywhere and still taste the same.

Price: Rs. 140

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Availability: Karnataka, Madhya Pradesh, Pondicherry and Rajasthan
ABV: Under 8%

About SOM Distilleries & Breweries Ltd.

SOM Distilleries and Breweries Ltd. is a Bhopal-based Alcobev company that’s recognized for its commitment to excellence in the strong beer category, evident in its meticulous packaging, choice of ingredients, and brewing  techniques. SOM’s portfolio of brands are available in over 15 states & UTs, Canteen Stores Department, Para Military Canteens across India & over 22 countries across the globe.

Since its inception in 1986, the company has evolved from a regional distributor to a leading manufacturer operating in 18 states across India, with facilities in four. The product portfolio spans beer, whisky, vodka, rum, gin, and more, with a steadfast ambition to rank among the nation’s top three alcoholic beverage companies. 

The post Power Cool: Karnataka’s Second Most Popular Beer first appeared on Brewer World-Everything about beer is here.

The post Power Cool: Karnataka’s Second Most Popular Beer appeared first on Brewer World-Everything about beer is here.

Brew Off offers a cash prize of INR 3 Lakhs and the opportunity to develop a limited edition brew in collaboration with Simba. The winning brew will be distributed across Goa, making it the finest choice for people to enjoy while in the city.

Each participating brewery can enter up to two of its finest beers into the competition. The Maharashtra-based breweries are preferred due to excise permits and logistical considerations. Still, microbreweries from other states are welcome to join by handling the necessary regulations and arranging deliveries to Woodside Inn in Mumbai. 

The registration process for Brew Off has begun. Additionally, interested breweries must fill out the registration form specifying their beer style, hops, ABV, and tasting notes for their entries. 

The final list of participating breweries will be announced at the end of July, with the event culminating in late August. A distinguished panel of expert judges will evaluate the beers on various parameters, including taste, aroma, appearance, and overall impression.

A highlight of the event will be the tasting round, where participating brewers will present their beers and explain why their creation deserves to be the winning collaborative brew with Simba. This interactive session will allow judges to ask questions and understand the inspiration behind each brew, adding an educational dimension to the competition.

“Brew Off is our commitment to enrich the brewing community, fostering a culture of collaboration and excellence that defines SIMBA’s dedication to craft,” said Ishwaraj Singh Bhatia, Co-Founder and COO of Simba.

Founded in 2016, Simba has expanded its distribution to over 17 states. As India’s first family-run craft brewery, Simba has carved a niche with its passion-driven approach to brewing. Headquartered in Chhattisgarh, Simba operates its flagship brewery in Durg, where small batches are brewed to ensure quality and consistency.

Brew Off is set to be an annual celebration of brewing brilliance, bringing together the best minds and talents in the industry. Simba, driven by a love for crafting beer and a commitment to championing the growth of the industry, is proud to host this competition. As the event approaches, it promises to be an exciting occasion for all who eagerly await the next great brew. 

The post Simba Announces Exciting ‘Brew-Off’ Competition for Aspiring Brewers first appeared on Brewer World-Everything about beer is here.

The post Simba Announces Exciting ‘Brew-Off’ Competition for Aspiring Brewers appeared first on Brewer World-Everything about beer is here.