Amstel Grande promises to offer Indian consumers an unparalleled beer experience, thanks to its secret ingredient: time. Amstel Grande’s slow brewing and extended maturation process fully develop its rich, smooth taste. The finest barley, unique Dutch yeast, and carefully selected hops craft each sip, showcasing the brand’s unwavering commitment to quality.

Heineken Crowns India’s Best Bartender for Global Finals!

Speaking about the launch, Vikram Bahl, Chief Marketing Officer of United Breweries Limited, said, “We’re thrilled to unveil Amstel Grande, a premium strong beer crafted for the refined tastes of Indian consumers. Through its meticulous slow brewing process and high-quality ingredients, Amstel Grande delivers a truly unique beer experience. Tailored to the Indian market, it’s poised to satisfy the rising demand for premium beers and we are confident it will surpass expectations. Amstel Grande is set to become a standout in our premium portfolio.”

Since 1870, Amstel has embodied the art of brewing, starting with two friends’ dream of a better beer in Amsterdam. Now, as one of Heineken’s iconic brands enjoyed in over 100 countries, Amstel brings its rich heritage to India with Amstel Grande. Amstel showcases its commitment to quality with this premium brew, embracing the philosophy of ‘Brewed for Bonding’ to create moments of connection and celebration among friends. Amstel Grande arrives in India after a carefully curated journey, crafted specifically to match Indian tastes.

With no added sugar, Amstel Grande underwent extensive global and local testing. It achieved top scores in blind tastings, setting a new standard in premium beer. Available in 330 ml, 500 ml, and 650 ml, it caters to diverse preferences, making it a top choice for beer lovers.

The event saw the presence of celebrities including Aditya Roy Kapoor, Rannvijay Singha, Varun Sood, Raghu and Rajiv, Kusha Kapila, Jim Sarbh, Barkha Singh and Ahsas Channa.

United Breweries views Amstel Grande as a flagship initiative in the premium beer segment for the coming years. Developed in India, Amstel Grande meets the demand for premium strong beer with global appeal and quality. The packaging, inspired by Amsterdam, features illustrations of Dutch architecture and scenic canals, capturing its charm in every bottle. Designed for young, premium beer enthusiasts, it blends global inspiration with local craftsmanship.

Amstel Grande is now available in Maharashtra, with plans for expansion to other states in the near future. UBL has priced Amstel Grande competitively at INR 160 for a 330ml bottle, INR 195 for a 500ml can, and INR 250 for a 650ml bottle. Leading outlets across Maharashtra now offer it.

About United Breweries Limited

Bengaluru-headquartered United Breweries Limited, part of the HEINEKEN Company, is the largest beer manufacturer in India. The company produces and markets packaged drinking water and soda, internationally recognized beer, and non-alcoholic beverages. UBL’s diverse portfolio includes popular brands such as Kingfisher Strong, Premium, Ultra, Ultra Max, Ultra Witbier, and Storm. Additionally, it features Queenfisher Premium, Heineken®️ Original, Heineken®️ Silver, Heineken®️ 0.0, and Amstel. Moreover, UBL offers Kingfisher Premium Water and Soda, further expanding its range of products.

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Bhopal, India – November 2024: SOM Distilleries and Breweries Ltd, a prominent force in the Indian alcoholic beverages market, has released its financial results for the second quarter and half-year of fiscal year 2025, marking substantial growth and strengthened operational efficiency. This performance underscores the company’s strategic focus on expanding its market presence, optimizing financials, and enhancing its brand portfolio. Despite seasonal challenges like the monsoon and religious festivals, SOM Distilleries achieved strong performance in a historically weaker Q2.

Get Your Tickets For India Cocktail Week Here

For the half-year ending September 2024, SOM Distilleries recorded a total income of ₹804.69 crore, up 26.8% from ₹634.6 crore for the same period last fiscal year. The half-year EBITDA stood at ₹100.03 crore, a 29% increase over ₹77.59 crore reported last year. This consistent growth demonstrates the company’s success in leveraging its diversified portfolio and expanding its reach across key markets.

JK Arora, Chairman of SOM Distilleries and Breweries Ltd, commented on the results, saying, “We are extremely pleased with our strong performance in both the second quarter and half-year FY25, which is a testament to the strength of our brand portfolio, our strategic market expansions, and our unwavering commitment to operational efficiency. This growth not only reinforces the effectiveness of our strategy but also highlights our dedication to creating sustained value for our stakeholders. Moving forward, we will continue to focus on scaling our market presence, expanding our product offerings, and pursuing cost-efficient operations to meet the evolving preferences of our consumers.”

About SOM Distilleries and Breweries Ltd

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Ironhill opens a new branch at Kanakapura

Elaborating on the first-of-its-kind global partnership, LB Brewers co-founder and CEO Aditya Ishan Varshnei said, “Our collaboration with the Jim and Dad’s Brewing Company of Taiwan is a celebration of cross-cultural brewing. A global-first landmark, it signifies an unprecedented confluence of cultures, with the ancient Taiwanese tea tradition meeting Latambarcem’s Belgian Blanche brewing expertise. It has strategically been launched across two globally sought-after destinations, so that craft beer connoisseurs from all over the world can witness and experience the coming together of two diverse worlds.”

Jim Sung, Co-founder of Jim and Dad’s Brewing Company said “Being able to share the unique flavor of Taiwanese Oolong tea with India, and also bringing some of India’s flavors back to Taiwan made the collaboration totally worthwhile. Our team had a great time visiting Goa, and exchanging brewing techniques with our Indian counterparts. We hope this beer can serve as a great introduction to both cultures in our respective markets”

The launch of MAKA di Oo-Long Blanche marks a global first milestone in the craft beer domain, with two major brewers from India and Taiwan collaborating to celebrate cultural fusion and offer a never-before experience to beer lovers. Oo-Long Blanche will appeal to everyone who appreciates craft beverages with a story behind them; whether they’re craft beer aficionados, fans of Taiwanese culture or those interested in global partnerships.

This festive season, bring home happiness with Kaya Spirits

MAKA di Oo-Long Blanche is an adventurous take on fusion beer that harmoniously combines the smooth, refreshing notes of wheat beer with the delicate aromas of Xiangzhuang Red Oolong tea handpicked from the famous Zhengfu Tea Garden. The global brew allows you to discover a subtly sophisticated and refined experience, with a hint of playfulness & excitement. It comes after a meticulously-curated brewing process, wherein a delicate balance is achieved by adding the tea leaves at the end of brewing, thereby preserving the subtle aromas and notes defining the drink. Available exclusively in Goa and Taipei for just INR 150 each, the adventurous, crisp and refreshing fusion beer, with a perfectly balanced 4-5% ABV, is crafted for every occasion.

Notably, this comes just months after the LB Brewers stormed the craft rice lager segment with MAKA di Rocket Rice Lager, for those seeking easy-to-drink lagers especially for casual occasions. Notably, Maka Di is one of India’s finest global craft beer range, with various bespoke options – light beers, medium as well as strong lagers – tailored for different tastes and occasions. While in India Maka Di is a hot favourite across Goa and Uttar Pradesh, it is widely loved by beer lovers in US, Canada, and UAE.

About LB Brewers

Goa-based Latambarcem Brewers (LB Brewers) is home to one of India’s finest global craft beer range Maka as well as the country’s largest Kombucha brand Borecha. Founded by siblings Aditya Ishan and Anish Varshnei, who returned from the skyscrapers of the Wall Street to the farm & foliage of Goan hinterlands seeking change, LB Brewers is swiftly revolutionizing both alcoholic and non-alcoholic segments with world-class beverages that encapsulate the essence of Goa beyond its beaches. LB Brewers caters to the individualistic needs, palate preferences and diverse taste profile of each consumer with an undeterred vision of ‘One size doesn’t Fit All’, manifested in the company’s diverse product portfolio.

In the course of their inspiring success journey, the brewers have remained committed towards building the local community by creating jobs and livelihood opportunities for scores of families in and around the Goan village of Latambarcem.

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The brand sold over a million cases in 2020 with a revenue of Rs. 150 crore. The Bad Monkey beers are available in Delhi, UP, Uttarakhand, Chhattisgarh, Australia and New Zealand. Brewer World spoke to the young founder Rohan Khare for the series BW Beerpreneur. Below are the excerpts… 

Tell us about Bad Monkey

Bad Monkey was established in July 2018. It is an Indian beer brand manufactured by Sinq Beverages Pvt Ltd. Bad Monkey has an ABV of 8% along with a great finish and aftertaste that aims to turn all the low times into happy ones and the happy moments into memorable ones.

What is with the name?

The name Bad Monkey has an interesting story. I was just strolling outside my office which is in a location where there are a lot of monkeys. These monkeys always create a ruckus and a neighbour once shouted out a phrase, “Bad Monkey”. This phrase stuck in my head when I was looking to name my beer brand, I couldn’t think of anything else. Now you know what’s with the name!. 

How different is Bad Monkey from the other players?

These days, the Market is flooded with too many Indian and Foreign players who claim to be producing super strong beer. But, for the real brew-snobs who want to experience true beer indulgence with a super strong and lavish beer, Bad Monkey is the one. Generally, the beers will be just sweet, sour, bitter or fatty, but Bad Monkey is crafted so carefully that it gives away all these flavours in the right balance. Its aroma is the cherry on the cake.  

When did you realise that you wanted to start a Beer brand?

I used to work with Rock & Storm Distilleries as a product head/business development. During that time, I realised that Strong beer in India was not associated with quality and consistency, and there was a gap in the strong beer industry. With all the insights I had from being in the industry I knew I wanted to fill that gap. Along with the passion I had for beer, combined with the strong urge to give consumers a better experience in a strong beer, I launched Bad Monkey.

How did you start?

Like I have already mentioned, I wanted to fill the gap in the market and provide the consumers with a good strong beer. That is exactly what my team focused on. Starting with some own funds and seed capital from an extended family member I dived into the beer market. Special tasting sessions were arranged for the channel and trade partners, to give them the experience, in the process of gaining their confidence for the brand. A part of the experience was our regular interactions and feedback from consumers through online and offline channels/campaigns which in turn helped us improve and fulfil our motive to provide the best experience to the consumer.  

Your branding is quite cool. How did you come with the same?

We got it designed keeping in mind the brand’s unique name. 

How important is branding for a beer brand?

After all the marketing activities, campaigns and programs, ultimately the brand design resides in the mind and heart of the consumer. What makes it possible is successful branding. Branding allows the customer to expect what they will receive from the brand. It helps in building a strong relationship with the brand. It is also a way of differentiating yourself from your competitors.

How is the brand priced? What were the thoughts behind it?

In the beer industry, manufacturers have very less command on pricing, due to the regulatory structure of the Indian government over beer brewing business. Bad monkey wanted consumers to have a premium experience at a regular price range.

Your target audience?

Strong beer consumers are our target audience. The brand does not target any specific age group, but focuses more on enhancing the existing consumer experience of a strong beer. In short, Bad Monkey’s target market is strong beer consumers (85% of beer consumers in India), keeping in mind, responsible drinking. 

How much beer do you brew per year?

At our brewery we have the production capacity of 7 million litres of beer annually, with a vision to reach consumer palates and satisfy their experiential needs. The plan is to expand our annual capacity to around 35 million litres to reach our target of INR 1000 crores worth of brand sales in the next couple of years. We have added armed forces stores and overseas markets to our domestic retail availability.

Where do you brew the beer?

Bad Monkey brewery is located in Punjab, the land of five waters close to the Himalayas. 

What were the challenges you faced while setting up this brand?

Manufacturing and trading beer in the Indian market is not a simple endeavour. The market is mostly regulated and governed by the state governments to have better control over the consumption and pricing patterns. This leads to an increase in liquor taxes, especially excise duties. This is the only challenge, I guess. 

Tell us about the varieties of beer you brew?

At Bad Monkey, we brew a super-strong beer with 8% ABV. We are coming up with premium mild beer for millennial party goers and a superior strong beer. 

Where do you get the raw materials from?

We source the best available barley and hops from Europe and North America. Water is sourced from the Himalayas. 

Could you throw some light on the expansion plans?

With the current beer market Bad Monkey aims to have a significant share of the growing beer industry pan India. Future product expansion includes a premium mild beer and an ultra-premium strong variant. The beers will be very soon available in Chandigarh and Punjab. I am also also looking for channel partners to expand in the overseas market.

In terms of marketing: what’s worked and what hasn’t?

Past two or three years have been very difficult because of the Pandemic. We pushed ourselves to interact with consumers totally through the digital medium as the store sales were off. The offline events, offline campaigns, tasting sessions etc were all replaced by online interactions, contests, and feedback. Digital platforms have helped us reach a wider audience, specially to people who may not have seen us at all. Every difficult situation comes with challenges and every challenge comes with an opportunity. Bad monkey has seized the opportunity and came up with better marketing strategies to ensure presence on every single media offline and online.

Tell us about yourself.

I am an individual passionate about beverages (ranging from spirits, beer as well as coffee) with a management degree from Delhi University followed by WSET (Wine and amp; Spirit Education Trust, London) Level 3 qualification, which exposed me to the global liquor brands and industry. Gained in-depth knowledge of the industry while heading the product and innovation department at the Rock and Storm Distilleries. Nothing more than this, to be precise.  

This interview is a part of BW Beerpreneur, a continuing series of interviews with the Beer Entrepreneurs, owners of the beer brands from across the world. Brewer World will share business and personal insights to help build the industry network and consumers to understand their beer well.

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Originally, the IPAs were not much stronger in alcohol than other ales, but the hoppy bitterness caught on, and during the mid-1800s, the IPA was being brewed and sold all over England.

Vital Stats of an IPA

• ABV: 5 – 10.5%
• Bitterness: 40 – 100 IBU
• Color: 4 – 16 SRM

England’s supreme reign as a colonizer survived and thrived on a single brew that was born out of necessity. The ‘India Pale Ale’ thrived as it was a reminder of home to all the employees of the East India Company. English Breweries in the early 19th century were looking for ways to export their traditional ales to India. The beer would spoil by the time it reached India via the sea. To prevent this, extra hops were added and the India Pale Ale was born.

This beer was called ‘India Pale Ale’ for the first time in an advertisement in the Sydney Gazette and New South Wales Advertiser on 27th August 1829. It was described as a well-hopped beer with high gravity.

Throughout their journey around the world, IPAs have been adopted by different cultures and made their own. Here is a list of the different kinds of India Pale Ales you might come across in your beer tasting journey.

1. English IPA

English IPA was originally brewed to survive a 6-month sea voyage from England to India. English IPA is a hoppy and moderately strong pale ale that has notes of floral, earthy and fruity with a touch of grassiness.

ABV ranges from 5% to 7.5%

2. Belgian IPA

Belgian IPAs range from light gold to amber in colour. This style is generously dosed with New World hops to draw tropical fruit, stone fruit, citrus fruit like flavours along with a touch of floral and spice. This is relatively a new style that has emerged when American homebrewers have started using Belgian yeast strains for an American IPA.

ABV can range anywhere between 6.2% and 9.5%

3. Double IPA

Double IPAs are more aggressive on the hops when compared to a traditional American IPA. ABV and perceived hop bitterness can range from high to very high for this style.

Double IPAs typically have an ABV of 7.5% and above.

4. New England IPA (NE-IPA)

The NEIPA is also known as the Hazy IPA or the Juicy IPA. They are classified by their distinct juicy, citrusy and floral flavours.

5. Milkshake IPA

Milkshake IPAs are made by adding lactose to New England IPA. They’re more creamy and are becoming a new fad as of April 2021.

6. West Coast IPA

West Coast IPA, unlike the NEIPA, is more clear and dry. West Coast IPAs are hoppier and slightly high on perceived bitterness than a New England IPA.

7. Black IPA

This is the darkest version of an American IPA. For Black IPA, debittered roasted malts are added for colour along with American/New World hops. Balancing roasted malts and hop flavour holds key to its drinkability.

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Additionally, the Maharashtra government has also decided to enforce a strict night curfew from 8 pm to 7 am every day. During this period, only essential services will be permitted.

“Apart from the weekend lockdown, strict restrictions will be in force from 8 pm under which shopping malls, bars, restaurants, small shops will be open only for take-aways and parcels. Government offices will be allowed to function only at 50 percent of their capacity,” state minister Nawab Malik said after the cabinet meeting.

The decision has once again, left Maharashtra’s microbreweries worried.

Ishan Grover, founder of Kadak Craft Beers, Mumbai said, “It’s unbelievable what is happening with us. We understand the severity of the situation but at the same time, we spent whatever savings we had to re- build our business post-COVID. Night Curfew, weekend lockdown is the final nail in the coffin. We will never be able to come out of this and will have no other option left than to shut shops permanently.”

Navin Mittal, co-founder of Gateway Brewing Co. said: “We have to get our staff tested every 15 days and takeaways are now restricted to weekdays. This will add a cost burden on our business that is already suffering due to low sales after restrictions were imposed on bars. If this continues, we aren’t sure how many of us will survive. It’s ironic that the government wants all its dues & more while our business continues to suffer.”

Microbreweries in the state will now have to depend on Growler take-aways for revenue. However, even these guidelines are yet to be clarified.

“Due to current restrictions in Maharashtra, all the bars and restaurants are shut for a month so no fresh beers are allowed to be sold via glass. All the microbreweries are left with only one option which is to sell growlers from Growler Stations if the government allows to operate them. As of yet, we all are waiting for clear-cut guidelines for selling beers from the Growler Stations,” says Nayan Shah, Co-founder at Drifters Breweries.

The decision was announced after Uddhav Thackeray chaired a cabinet meeting virtually on Sunday, the 4^th of April, where the authorities and other ministers of the state deliberated over the current COVID-19 situation.

Brewer World Exclusive

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India, March 23, 2021: Commemorating World Water Day this year, AB InBev the world’s leading brewer, announced a partnership with WaterAid, an international non-governmental organization focused on water, sanitation, and hygiene, to drive the highest level of water efficiency across communities. This association is in line with AB InBev’s Global Sustainability Goal of water stewardship to secure 100% water access to high-stress areas by 2025 and complements other water security partnerships the company has forged with leading NGOs and organizations across the country such as ICRISAT, Lets Endorse, Jaldhaara, among others.

The Water Stewardship initiative under the partnership with WaterAid has three interlinked phases: demonstrating water conservation, recharge and recycling through a pilot project; creating a water consortium to catalyze, synergize, and scale up action; and building a national knowledge platform to nurture innovations and learning.

In line with the theme for this year’s World Water Day, “Valuing Water”, AB InBev along with WaterAid aim to support communities and ecosystems to become water resilient in the face of climate change. By nurturing knowledge, fostering innovations, and collaborating with partners, this initiative will mobilize traditional expertise, augmented with modern science and tools, enabling stakeholders to make informed, scalable actions in the future. Kicking off this partnership, the association will focus on two severe water crisis areas – Sangareddy in Telangana and Sonepat in Haryana.

Sharing his thoughts on the association Ashwin Kak, Procurement & Sustainability Head – India & South East Asia, said, “As the world’s leading brewer, conservation and management of water is a top priority for us at AB InBev. Clean water is a critical resource for the economic, social and environmental well-being of every community. With the country facing an acute water crisis, the time to act is now. We believe in smart partnerships to mitigate the severe water-related issues our world faces and are excited to partner with WaterAid India to catalyze collective action to address specific challenges in high-water stressed areas in the communities where we operate.”

AB InBev has been at the forefront of water stewardship, leading several security initiatives across the country. To improve quality water access in stressed communities, AB InBev created cumulative water recharge capacities of more than 1 Billion Liters till date across five locations in India. This includes establishing watershed replenishment structures ranging from on-farm ponds to check dams and promoting conservation and management of water and soil for smart, sustainable agriculture. In line with its approach to collaborations, AB InBev continues to work closely with local and global partners, including ICRISAT, FORCE, Jaldhaara Foundation, and LetsEndorse, to implement innovative solutions to secure water access.

Speaking about the partnership, VK Madhavan, Chief Executive, WaterAid India said, “The MOU between WaterAid India and AB InBev has been signed on a significant day – March 22, or on World Water Day and the project embodies everything that World Water Day signifies. Sonipat and Sangareddy are extreme water stressed areas, and by working in these two areas in a systematic, sustainable and scalable manner we move a significant step closer towards universal access to safe and secure water. We hope to gather valuable knowledge from our work in these two places and use the learning to attain SDG 6.”

Increasing access to clean water is a key priority for AB InBev as it works towards achieving its purpose of Bringing People Together for a Better World. The brewer spearheads water conservation within its operations by deploying effective watershed management programmes in its facilities. This includes improving water efficiency within breweries by adopting a rigorous water management program and state-of-the-art technologies like Zero Liquid Discharge, ElectroDialysis Reversal, Multi-Effect Evaporators and Wastewater recovery plants. By recycling wastewater to portable standards and reusing this for non-production purposes such as at cooling towers, for floor cleaning and gardening as per the company’s global water usage standards, its breweries have reduced water consumption by 20-30% over the last few years.

Through this initiative, AB InBev aims to contribute to the Government’s efforts such as the Jal Jeevan Mission (JJM) towards advancing our country’s Sustainable Development Goal of providing access to water and sanitation for all.

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From their first taproom in Aberdeen more than a decade ago, BrewDog has opened 100+ bars since with the aim to bring top-quality craft beer to beer drinkers all over the globe. In India, they hope to invite enthusiasts into the unapologetic world of BrewDog and take a front-row seat to witness the craft beer revolution.

The Ace-Aloha Group, under the aegis of Chief Mentor Rohit Jain and dynamic leadership of CEO Abhijit Rao and Co-CEO Karan Jain, brings the uncompromising craft beer brand to India. A passionate brewer himself, Abhijit Rao got into the world of craft beers while pursuing his education in the USA and later in London. Upon his return to India, he saw the potential of the Indian beer market and Nashik as a site to produce craft beers. Karan Jain, an acute beer buff with several years of experience in the beer industry, is passionate about bringing the best brews to India. For BrewDog Founders James Watt and Martin Dickie, this worked as an ideal partnership to bring the highest global standard in craft beer to India and its growing number of craft beer drinkers.

The 4500+ square feet split-level taproom is designed to be the ultimate casual dining and drinking space with an exclusive lounge, multiple seating areas and 20+ different craft beers on tap. The site shares BrewDog’s classic design aesthetic, combining their iconic neon lights and signature graffiti with exposed brick and an industrial edge.

Midtown Beers

BrewDog Midtown Mumbai features the brand’s signature extensive beer list, covering their brewery’s core range as well as guest beer from India and further afar. The classic, industry-shattering Punk IPA marks its presence along with crisp, refreshing lagers like the unfiltered Rustic Lager and the dry-hopped Pilsner Lost Lager.

Brewed with over ten different types of malt and blended together with heather honey, the Scotch-style ale Dogma encapsulates the brand’s Scottish heritage. The tap list also showcases a number of IPAs with distinctive appeal. For the adventurous, the Jagged Edge boasts of a clawing bitterness while showcasing some of the world’s finest hops. For a smooth juicy hit, there’s Hazy Jane and for a low amplitude, high voltage hit, Dead Pony Club offers strong flavours with spicy floral undertones. 

Vagabond, a gluten-free pale ale is brewed with 100% malted barley, melding tropical fruit flavours with a light caramel malt base. Dark beer fans can sip on Bounty Hunter, a milk stout with an intense roastiness and delicate hints of coconut and caramel brewed together with Equity Punks (an international community of BrewDog investors). One can also enjoy a list of spirits and cocktails that include interesting additions like Porky’s – pork chorizo infused whiskey with vermouth and orange juice.

Midtown Food

To accompany all the bold beverage flavours, Chef Gaurav Gidwani, the F & B Head of BrewDog India, has put together a menu that beautifully amalgamates BrewDog style food and local favorites.

The food menu features everything from flavourful small plates that include Loaded Bhajias or fritters, Miso Marinated Chicken and Twice Fried Pork Belly to comforting mains like Three Cheese Macaroni, Fish ‘N Chips, BBQ Pork Ribs and Spiced Lamb Mince with Local Bread. For the all-time favourite beer and burger / pizza combination, the menu offers options like the Cluck Norris Burger with buttermilk fried chicken, Crispy Potato Burger, BBQ Pulled Pork Burger, Chicken Tikka Pizza, Grazing Goat Pizza with goat cheese, pine nuts, tomatoes and mozzarella and the Magical Lamb Pizza with spiced lamb, spiced onions, fresh mint and charred lemon. The taproom also offers BrewDog Hoppy Meals for kids and adults that feature a main, side and drink along with a beery ice-lolly or milk pop for kids along with other awesome BrewDog goodies!

James Brown, the managing director of BrewDog stated: “We’re extremely excited to be opening our first bar in Mumbai. India is a country which already has such a rich beer industry and we can’t wait to add our own craft beer to the mix. Kamala Mills is the perfect location for our flagship Indian bar. We are on a mission to make people as passionate as great craft beer as we are and we cannot wait to kick this off in Mumbai and to see how local residents react to experiencing the first ever BrewDog bar in India. We’re looking forward to seeing it and we’re sure it’ll be the first of many.”

“Beer is a serious business with India poised to be the fastest growing beer market in the world. BrewDog continues to be at the forefront of driving quality and innovation in the beers they brew. The Indian consumer will be introduced to the highest global standards of different styles of craft beer” says Abhijit Rao, CEO of Ace-Aloha Group.

Disrupting the beer industry since 2007, BrewDog is ready to mark its territory in the thriving metropolis of Mumbai. So, hop on board and join the community – it’s truly a hoppy place to be.

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That is until the craft beer revolution took over the world: teaching beer drinkers everywhere that real beer is as much about individuality and exploration as it is about brewing traditions and the overall flavour experience.

With so much heritage and so many beer cultures to explore, discovering great beer is a never-ending journey. And somewhere, in the heart of the bustling metropolis of Mumbai, is one microbrewery that serves as a constant reminder of this fact.

With three growler stations and two sprawling tap stations in some of the city’s poshest neighbourhoods, Drifters Brewing Company is busy making dreams come true for craft beer lovers in the city that never sleeps. The microbrewery stands out the most for its impressive range of Eastern European-inspired handcrafted beers.

The ‘Drifters’ story

Interestingly, the name ‘Drifters’ came about on founder Nayan Shah and his wife and business partner, Sheetal’s quest to understanding what makes a good craft beer and to finding a proper brewmaster for their new microbrewery.

“We can’t remember our first experience drinking beer, but we can definitely tell you about our first experience trying a craft beer,” says Nayan. “We were on a trip to Europe in 2009 and had our first craft beer there. It was the first time we had a beer that was so amazing and refreshing. It was while having that beer we realised that we can introduce something like this in India, but with our own spin.”

“The need was so urgent, we wandered across the world from Europe to USA, Canada to Australia continuously for six months without resting at home. That’s why we thought the name ‘Drifters’ was perfect for a brand like ours that’s born out of a vision for spreading the love for crafted beer with others who appreciate nothing but the finest.” he further elaborates.

Nayan and Sheetal’s efforts weren’t in vain. Very soon, the duo connected with Mr. Honza Locka, a brewmaster based in the Czech Republic, who thoroughly studied the Indian market and designed six basic recipes for them to start with initially. “Honza also helped me learn more about craft beers, so I could eventually go on to becoming a brewmaster myself and be part of the process of creating interesting beers for our brand,” says Nayan.

Today, the microbrewery uses beer crafting processes and techniques that simulate the centuries-old brewing techniques of the Czechs that have been passed down for generations. As such, they involve minimal machine work and more manual labour.

Challenges encountered and overcome

Needless to say, setting up a brewery in India is no walk in the park, especially in a state like Maharashtra. But for Nayan and Sheetal, the biggest challenge was getting the approval for a brewery license in the first place. “It took us two and a half years to get a license. It’s very slow in Maharashtra; during that process we invested a lot in property and equipment while there was no revenue for two and a half years. It was a very challenging time for us, but our patience and passion for beer sailed us through,” explains Nayan.

Once the license was acquired, the next big challenge was to get a regular supply of their quality ingredients without any disturbance. “This is when we decided to source our own malts from a maltster based in the Czech Republic while our hops would come in from across the world.

Thanks to their own independent storage facility at the brewery, the quality of these raw materials remains intact, ensuring the final beer output is consistent in terms of appearance, aroma, flavour and mouthfeel.

On the growl for quality and consistency

Shortly after tasting success after the launch of their first-ever growler station in Pune, Drifters made big news by launching two additional growler stations in Powai and Thane in Mumbai this January.

“People love to drink craft beers in the comfort of their home, which is why we decided to expand via the Growler Station model,” says Nayan. The new stations offer both pickup and delivery services for beer enthusiasts to quench their thirst and fill up their growlers routinely.

When asked about his thoughts on the Growler Policy being made permanent, Nayan immediately takes the opportunity to acknowledge how it was a life-saving decision for the craft brewery industry in this state. “Due to the pandemic, many breweries have had to shut shop permanently. We have all borne very heavy losses during the lockdown and when the growler policy was introduced, many of us were able to start operations again. But making it permanent really gives us an opportunity to grow, for we are now able to directly reach our consumers as opposed to waiting for them to come to us.”, elaborates Nayan.

Furthermore, Nayan believes this decision has brought in a lot of new customers to the craft beer scene. “Craft beer in India started back in around 2008-2009, but if we talk about revolution, I feel it’s just started for some parts now. If we talk about Bangalore specifically, it is a very mature market for craft beer, but still if we compare ourselves to the other parts of the world like the USA, Canada, Australia we are just starting off. With the introduction of growlers, I feel people have definitely started to understand craft beer better than before,” he says.

As far as the relevance of e-commerce is concerned, Nayan states while declaring the fact that 50 percent of Drifters’ Growler business depends on E-commerce and home delivery: “We strongly believe e-commerce needs to be in place for us to grow faster. The consumer is happy to place orders online and get the beers delivered at their doorstep without any hassle. Government should look into it to make it permanent especially after the pandemic.”

Notes on India’s customer palate

Behind all the mouthwatering menu items that pair seamlessly with the beers at Drifters is Sheetal – who is a pro at analysing consumer palates. “Studying the consumer palate while brainstorming for food pairing ideas made me realise that unlike the USA or Australia, Indian consumers do not have a palate that is friendly for bitter beers like IPA or Pale ales,” explains Sheetal. “Indian consumers like their beer to be a little bit on a sweeter side due to which the bestsellers at any brewery would be Wheat Beers and Ciders. Flavours like these are instilled in our palate from childhood; we have all had wheat in our regular diet so our palate is very friendly with its taste.

Having said that, we have started noticing a difference in the market now after our experiments with Lager. I can now say that the consumers like easy drinking and refreshing lagers as well, which are not sweet at all.” she adds.

Key learnings from 2020 and the road ahead

It goes without saying that the year 2020 was great learning for everyone in their own way but for Drifters specifically, it was a year of unlearning and adapting. “We learned a lot about how to run operations with low staff and how to manage our business with small funds while still keeping it running smoothly. The difficult scenarios we face make us learn new ways to make our business profitable with limited resources,” says Nayan.

In 2021, Drifters will be focusing on creating a new trend of innovative beers that was introduced at the end of 2020, kicking off the Raspberry Vanilla Milkshake Sour Ale and the Imperial Ice Cream Stout that was launched exclusively on Valentine’s Day. The brand is also geared up to lay more emphasis on improving their customer service in all their operating areas while aiming for more expansion via both tap and growler stations.

Beers to try at Drifters Brewing Company

If you’re a craft beer lover and haven’t visited Drifters yet, you’re surely missing out.

In addition to the Belgian Wit and the Hefeweizen which are absolute bestsellers, there’s also super crisp Czech Pilsner that’s a must-try. Those who love living the ‘lager’ life, are sure to find themselves spoiled for choice as this microbrewery has plenty to offer such as the Czech Amber Lager, India Pale Lager, the Vienna lager and the Helles. Additionally, on tap, visitors will also find the Kokum Cider which is sure to hit the spot for those who like their ciders sweet. If you’re big on malt, the Irish Red Ale is probably going to be your favourite.

Visit Drifters Brewing Company now or take home a growler of some freshly crafted beer to enjoy – and thank us later!

The post Drifters Brewing Company: The Story Of A Beer-Loving Duo Who Travelled The World In Search Of The Meaning Of ‘Craft’ first appeared on Brewer World-Everything about beer is here.

The post Drifters Brewing Company: The Story Of A Beer-Loving Duo Who Travelled The World In Search Of The Meaning Of ‘Craft’ appeared first on Brewer World-Everything about beer is here.

The new 2,200-square feet outlet with rustic interiors has elements in the decor radiating energy that will help one unwind and take in the energy the place has to offer. The elements put together showcases the brand’s inimitable aesthetic and the details that exactly replicate their standards and quality. The outlet has an indoor and outdoor section with 100 seats where the ground floor gives a vibe of a beer garden, and the first floor has comfortable interiors featuring a big beer tower with 12 taps and hand-painted brewing process in the entire double-height staircase with different beer names painted artwork on a wall.

A beer aficionado in every sense, Nayan Shah is a man who wanted to get behind the censorial side of beer after realizing that flavour is the start and end of everything beer. His vision and passion for the perfect brew lead to the formation of Drifters Breweries that was born out of the need for handcrafted beers in the city. With a vision of spreading the love for crafted beer with others who appreciate nothing but the finest, he strives toward putting Drifters Breweries on the beer maps of one of the top quality craft breweries of India to supply all over the nation and also export to other parts of the world.

The prospect of establishing more craft beer serving outlets in major cities in Maharashtra has Shah occupied and exhilarated by the responsiveness of more individuals being open to experimenting with Eastern European hand-crafted beers in India, Shah was happy to partner with his wife Sheetal to change the face of the beer industry in India, one brew at a time!

“Several years ago when I began my tryst with the brewing industry, I had envisioned having Drifters Breweries on the beer map of India where the brand would be known for top quality craft brews. I am grateful to have set out on this journey with my wife Sheetal who defines positivity and we feel being a craft beer brand we should not limit ourselves only to growlers stations. We feel there’s a string demand amongst our customers to have a sit down place where they can have our beers along with some good food. This is what led us to the opening of Tap Stations.” – Nayan Shah, Managing Director, Drifters Breweries

What Can You Expect? 

Brewed to perfection the beers at Drifters Tap Station enhance the flavours of the food using its subtle ingredients. Each beer uses an ingredient that brings out a side of beer never experienced before.

Craft beer lovers in Bandra can now indulge in the signature taste of Drifter’s beers like the Belgian Wit, German Lager, Cream Stout and more! The microbrewery also offers various delicious concoctions of the golden alcobev such as the Vienna Lager, which has a subtle biscuity-nutty aspect complemented by a gentle creaminess and the caramel and tropical fruit flavour-infused American IPA, that smells of pineapple, grapefruit and lychee with a slightly bitter finish. The refreshing and easy-to-drink Kokum Cider, one of Drifters’ best-sellers, will give you a sweet fizzy punch along with a subtle but distinct cumin aroma and just a hint of spices. There is a Drifters beer for every mood!

As for the lavish food menu, it includes an extravagant offering from diverse cuisines. Opt for the freshly curated beer bites like Jalapeno Pepper Cheese Garlic Bread, Sichuan Chilli Prawns, Harissa Hummus or classics such as Nachos, Cheese Garlic Bread, and Peri Peri Fries with Spicy Tangy Sauce. The menu includes appetizers such as Mushroom Crostini, Bil Lamhe Chicken, and more complimenting the beers.

For those of you who have already paid this place a visit, tell us what beer you liked the best and why!

The post Say Hello To Mumbai’s Newest Tap Station: Drifters Brewing Company Now Open In Bandra! first appeared on Brewer World-Everything about beer is here.

The post Say Hello To Mumbai’s Newest Tap Station: Drifters Brewing Company Now Open In Bandra! appeared first on Brewer World-Everything about beer is here.