Though the outdoor life has returned, you really don’t have to get out of the house as the pandemic is still out there and it is summer for god sake. You can stock up some of the best homegrown beers in your refrigerator to Netflix and chill.

Here is a look at some of the best homegrown beer brands in India for you.

Bira 91

There’s always a monkey inside all of us. Bira, a favourite amongst Indian craft beer aficionados. A brand which builds an emotional connect with India’s young, irreverent, tech-savvy urban craft beer drinkers.

Bira offers a long and diverse beer line-up suitable for every palate, featuring – Bira Light, Bira White, Bira Gold, Indian Pale Ale, Blonde, and Malabar Stout.

Maka Di

With a strong emphasis on research, development, and innovation, Goa’s first craft brewery cultivates high-quality craft beers that are on par with German and Belgian beers.

Maka di currently has five variants – Belgian Blanche, Honey Ale, Bavarian Keller and a Belgian Tripel.

Arbor Brewing Company

Craft beer pioneer Arbor is spreading true beer culture across India one pint at a time as India’s first American craft brewery. The company produces a unique set of beers that are only available in cans.

They currently offer three canned variants – Easy Rider, Beach Shack and Bangalore Bliss available across the outlets in Bangalore and Goa.

Kati Patang

One of India’s most recent craft beer brands to enter the market, Kati Patang is famously known for brewing its beer with sparkling clear, pure Himalayan spring water. The name speaks to those who are unashamedly free-spirited and refuse to let anything hamper their freedom of expression and was originally brewed in Bhutan’s Serbhum brewery. When Kati Patang launched in 2018, Delhi was the only place in India lucky enough to get a taste.  But now this brand can be found in Chandigarh, Bengaluru and Mumbai too!

Kati Patang currently has four variants – Bareilly Bold, Zesty Amber, Snappy Wheat and Saffron Lager.

Susegado

Susegado, a craft beer label brand which is based out of Goa, stands proudly for the unhurried pursuit of happiness. With five bottled beers under their belt, Susegado is officially the first Indian brewery to bottle condition their beers.

Susegado offers five beer variants – English Ale, Vanilla Porter, American IPA, Dortmund Lager and Kokum Gose.

Simba

The bearded lion man sporting a suit, shades and bowtie with plenty of swag is undoubtedly one of the biggest kings in the Indian craft beer segment today. Kicking off in two of India’s smallest states – Goa and Assam to conquer the urban jungles of Delhi, Bangalore and Mumbai, Simba has become synonymous with Indian craft beer culture thanks to its impressive portfolio of beers.

The brand has the following variants – Wit, Stout, Light and Strong.

Geist

Craft brewery Geist unveiled its crowlers in March 2021, including Uncle Dunkel, Witty Wit, James Blond, Silly Pint, and Kamacitra. The James blond is fabulous — boozy, malty, and estery with hints of peach, banana, and stone fruit, and phenolic notes of clove, cinnamon, and nutmeg. The Kamacitra is outstanding and has claimed the top spot for bottled/canned IPA. Juicy, with notes of green mango, and a lush mouthfeel, this was a treat! The Silly Pint is a session strength India pale lager, quite dry, and with a grainy mouthfeel. It is refreshing and easy going..

BeeYoung

This vibrant brand from Kimaya Himalayan Beverages is all the buzz amongst craft beer lovers up north. Extremely gentle in profile, with just the right hint of crispness, BeeYoung is a sessionable beer even at 7.2 percent ABV!

BeeYoung is currently available in 500ml cans and bottles.

What are you waiting for? Go and pick ‘em up!

The post Beat The Heat With These Homegrown Beer Brands first appeared on Brewer World-Everything about beer is here.

The post Beat The Heat With These Homegrown Beer Brands appeared first on Brewer World-Everything about beer is here.

In England and other parts of Europe, ale – and, eventually, beer – was a staple in most households from the Stone Age through the 1700s. Grain could then be consumed at a much cheaper price while being preserved. As a source of carbohydrates and proteins, beer served as a nutritious beverage and was a valuable nutrient for the working class. Fermenting was a normal household task for many women because the beverage was such an essential part of a person’s diet.

Also, since the beginning of recorded history, humans have been drinking beer, and the original brewers were women. From the Vikings to the Egyptians, women brewed beer both for religious ceremonies and to make a practical, calorie-rich beverage for the home. The German nun Hildegard von Bingen wrote about hops in the 12th century and used this ingredient in her beer recipe.

Some enterprising women decided to sell beer by taking this household skill to market. Married women often partnered with their husbands to run their beer businesses, while widows or unmarried women used their fermenting skills to make some extra money.

Women had just begun to take over the beer markets in England, Ireland, and Europe and just then Reformation began. Fundamentalists, who emerged in the early 16th century, advocated stricter gender norms and condemned witchcraft (women brewers were called witches because they wore pointy hats and shoes and brewed using cauldrons). Brewing became increasingly dangerous for women in the long run because it could result in prosecution and even death. However, men noticed an opportunity. Many people, however, believed that women should not make beer as the process needed time and dedication. The more time they could spend at home raising their children would be significant if women weren’t able to brew ale. It was actually made illegal in some towns during the 1500s for women to sell beer, including Chester, England, for fear that young alewives would grow up to become old spinsters. Since then men have dominated the beer industry.

If you have observed, you’ll also discover that major beer companies have a tendency to portray beer as a drink for men, until recent times. In the last few years, the world is seeing women get back to the business of beer breaking the gender bias.

India, a country where Alcohol consumption is a social taboo let alone brewing, some men don’t disclose their drinking habits even now, is witnessing the rise of women brewers and drinkers. As a fact they have been drinking strong beers like Stouts, Porters and Belgian Dark Strong Ales. It clearly states that we are moving towards breaking stereotypes, and that could be the best gift for the next generations.

During a recent conversation with Satyam Awasthi, Brewer at The Pumphouse, Bangalore, he happened to mention that per day more than 35 percent of the daily crowd is women and they like to drink IPAs and Biere De Garde. “I love the fact that women love our Stout,” he added.

Cheryl Braggs, Program Manager when asked about her experience with beer said, “When I was younger I would sneak a few quick sips from my father’s/uncle’s mug when they weren’t looking. I distinctly remember not liking the tinge of bitterness that came with every sip. Vowed to myself to never drink beer again. I mean I’m sure everyone would agree that it takes a little while to get accustomed to the taste. Fast forward to my college days and young adulthood, beer became the go-to for social setting and to an extent also the symbol of my rebellious age – To hang out, to kill time when we had free hours in between classes, after watching a football match, after a meal, after an exam, after a tough day at work, after a movie, literally any time of the day – it was beer time!”

“I don’t remember when I started “liking” beer but it’s definitely a drink for all occasions – to beat the heat, for a quick hangout with a friend, makes for a nice conversation starter on a date, is a good peace offering to the dad when he’s mad, a quick work meeting with the boss, you get my drift. I find it makes me feel lighter and leaves me more aware of myself and my surroundings than what I feel when I drink other alcoholic beverages. I enjoy lagers and pilsners, but will chug a stout provided it’s from the breweries I love,” she added.

“Who doesn’t love beer? I suppose I got hooked on this acquired taste roughly about a decade ago. To me beer equates to joy. There need not be a specific occasion or a situation to drink beer. From seasonal beers like mango and fruity to Weise and IPA, I have tried it all.

Personally the stereotype I see is that people frame it with ‘gender’. It need not be a man’s drink all the time. I don’t see why gender is associated with drinking beer,” said Amrutha Kashinath, a biker.

“Toit has always been my go to place for beers and my recent favourite is Seven Rivers. All my travels, especially the motorcycle days end with gulping down beer,” she added.

Panjury Shankar, a restaurateur and a publicist said, “I like beer because it’s very refreshing and has less alcohol content. And definitely goes best with the kind of food I usually eat- south indian food! I have had beers in many countries and my favourite is Oatmeal Stout from Coniston brewery in Lake District, UK. I can also say Guinness is one of my favourite beers.”

“I have been having beers for quite some time now, initially for the high but since my introduction to craft beers I am hooked on to the taste of different beer styles out there,” said Divya, a consumer when asked about drinking beers.

Go get your beers, Women!

The post BW Exclusive: Women And Beer, Not A Stereotype Any More first appeared on Brewer World-Everything about beer is here.

The post BW Exclusive: Women And Beer, Not A Stereotype Any More appeared first on Brewer World-Everything about beer is here.

A marked change has occurred in how Indians view beer in recent years. The beer we drink today has changed from being a drink that was primarily reserved for the upper classes to being viewed as a perfect social drink. The low alcohol content of beer is causing it to replace hard liquor as Indians of all ages and statuses choose it as their primary alcoholic beverage. Cashing in on the demand, many new brands have been popping up to serve the Indians with fresh and varieties of Craft Beer. The new kid in the block is Oi Brewing Company in Pune.

The Team Behind Oi

In 1976, a twenty-year-old Dr. Subash Cipy founded a Nano venture called Cipy, which grew into a 200-crore company, with a meagre capital of Rs. 10,000 in a small tin shed in India. In 2001, after visiting a craft brewery in Germany, Dr. Cipy’s first stint with craft beers began. He then established India’s first organic brewery, Oi Brewing Company, in Shirwal, Pune in 2021. It has the highest production capacity among microbreweries.

In his second innings as a businessman, Cipy was joined by his family Ritu Cipy, Roshan Cipy, and brewer Oliver Schauf. The fervour for craft beers of Cipy led to the launch of the brewery. Combining Cipy’s business expertise and Oliver Schauf’s brewing expertise, Oi produces beers that are tastier, healthier, and more refreshing.

In the business world for four decades, Cipy’s commitment to doing the right thing makes it the company’s business ethic. Oi is a family owned business. Each keg or growler features the refreshing freshness of an organic beer, that tastes great and is free of toxins. Every beer is crafted according to a unique recipe crafted by brewers and will continue to be brewed according to Oi’s unfailing commitment to quality, taste and consistency.

What’s In the Name?

Oi is a short name that’s easy to call out and remember. The word ‘Oi’ has the qualities of both a call for attention and a greeting. Similarly, they brew quality craft beer for everyone at the brewery. Oi is another way to indicate ‘Organic Ingredients!’.

Brew Master

Oliver Schauf, Oi’s Brew Master, is India’s first craft brewer. Olivier is a German who moved to India to brew European craft beer using Indian ingredients. Some of the best beers are brewed by him and his handpicked team. He has 23 years of professional brewing and distillation experience. Oliver is the man who introduced craft beer in Greenland.

The Brewing Unit

Equipment is the heart of any brewery and it needs to be reliable and efficient. Be it a brewpub or production facility, the brewhouse is the foundation of the business and needs to work flawlessly. Oi Brewing Company is capable of producing 5,00,000 litres of beer per annum. Their brewhouse consists of a mash kettle, lauter tun and two whirlpool kettles, which allows for a 2.5 hour brew cycle and 8 brews per day. Alongside the brewhouse, Oi has a combination of 10HL and 30HL fermenters which are used depending upon the batch sizes.

Oi Brewing Co. also features an in-house smoking drum for preparing smoked malts for beer styles such as Rauchbier. The drum can accommodate up to 100 kilos of malt and smoking it takes about 3 hours.

Sustainability

Grains and hops are typically grown with pesticides and toxic fertilisers, which generally damage the environment. They have gone green right from the beginning. The Brewery uses only organic ingredients and it has now brewed India’s first organic lager beer. Brewing organic beer is part of their ongoing effort to reduce the ecological footprint.

At the brewery, Solar energy is used to produce sustainable brews. Wastewater from the brewery is used for agriculture and spent grain is used for fodder. Every beer they brew is full of good vibrations, and you’ll be blown away by their light and crisp flavour.

Oi Beers

Oi Wit

Oi Wit is a hazy, fruity, straw-coloured Belgian wheat beer, brewed with organically-grown Maharashtrian wheat, organic malt, hops and spicy Mizoram wild orange.

Oi Lager

Oi Lager is a light-bodied, mildly bitter German style lager, made with traditional slow and cold methods. The lager is true to the Reinheitsgebot (Beer Purity Law) of 1516 that allows only malt, hops, yeast and water.

Oi IPA

The Oi IPA is an orange coloured, fragrant, fruity New England IPA, generously infused with fresh Guava and American hops.

Oi Smoke

Oi Smoke is a malty, smoked lager beer inspired by the famous Rauchbiers of Bamberg. The beer is produced using the organic malts smoked on their own malt smoking device.

Oi Cider

Oi Cider is a light, refreshing, fruity, semi-dry sparkling wine made entirely from Kashmiri apples. No sugars are added in this Cider.

Oi Seltzer

The Oi Seltzer is a colourless, sparkling, low carb Seltzer that is fermented from natural juices. It is purified and decolorized through a special filtration process, and naturally flavoured with lemon/mango.

The post BW Exclusive: It’s All Organic At Oi! first appeared on Brewer World-Everything about beer is here.

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With Brewerkz as the first brewing partner, more than $1.5 million was invested into the development of this probiotic’s beer from lab-to-table. Moving from nascent stage to clinical trials to consumer tests, this probiotic beer is now ready for commercial scale-up to commercial breweries and microbreweries around the world.

Probiotification of alcoholic beverages is a major technological challenge. These beverages contain many intrinsic antimicrobial compounds such as ethanol, organic acids, and hops that impair the growth and survival of probiotics. Through evidence-based research, Probicient’s technical team ensures the probiotics’ survivability while maintaining the traditional methods of beer brewing. Probicient’s IP lies in the technological breakthrough that ensures the probiotics’ survivability of 1 billion CFU, the minimum amount considered to be an effective probiotic, according to ISAPP (International Scientific Association for Probiotics and Prebiotics). Probiotic dosage is expressed in CFU, or Colony Forming Units, which refers to the number of live probiotic microbes capable of forming colonies in a laboratory test.

According to (ISAPP), probiotics are “live microorganisms that, when administered in adequate amounts, confer a health benefit on the host”. Although other live microorganisms may be found in other traditionally fermented food such as kombucha, sauerkraut, and kimchi, those do not typically meet the empirical evidence level and only certain characterised strains with a scientifically validated health effect can be classified as probiotics. Probicient’s IP lies in its distinct pairing of unique strains and patented fermentation processes as the world’s first probiotic beer.

Probicient believes that the global shift in consumer patterns towards health and wellness trends, unveiling low alcohol or low-calorie beer as healthier alternatives, will drive the global probiotic drinks market. As post-pandemic growth takes shape coupled with beer as the most widely consumed alcoholic beverage, Probicient is poised to deliver consumers a uniquely different healthier beer experience, satisfying both their wellness needs through enhancing gut health and fulfilling their need to connect with others through social drinking.

A spin-off company from the National University of Singapore (NUS), Probicient is looking to bring this novel IP technology to both commercial macro breweries and microbreweries worldwide. “As a non-dairy probiotic drink, the probiotic beer would provide consumers with a healthier drinking experience without discernible compromise on the beer’s taste profile and be a good fit to the trend of functional beverages,” says Associate Professor Liu Shaoquan from the NUS Department of Food Science and Technology, and co-founder, Probicient.

To commemorate this milestone, Brewerkz will launch Red Billion, a probiotic raspberry sour beer – homage to the red hue and probiotics level of at least 1 billion CFU per serving, available at all Brewerkz outlets on tap from 1 March, 2022. Brewerkz will expand its range of probiotic beer flavours over time including canning and making them available for sale at major supermarkets and online channels.

The post World’s First Probiotic Beer Is Here first appeared on Brewer World-Everything about beer is here.

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There were many changes in the company’s employees during the pandemic. One of the biggest gains was Kavita Singh. United Breweries Ltd recently hired Kavita Singh as its Chief Human Resources officer (CHRO). Kavita has over 20 years of experience in management and organisational development, with a special focus on adding value to companies, teams, and individuals she works with. During the initial years of her career, Kavita worked for the Tata Group and has since held a number of national, regional, and global roles across various industries, including banking, finance, supply chain, logistics, shipping, manufacturing, and mining.

As an ardent fan of Kingfisher beer, Kavita joined United Breweries for the opportunity to work with two iconic consumer brands – Heineken and Kingfisher. Her primary responsibility is to ensure the seamless integration of United Breweries into Heineken Group, as well as to build distinctive people practices and organisational culture. When Kavita joined United Breweries during the pandemic, she had to focus on the health and well-being of the company’s employees across the country, as well as lead the vaccination drive for the entire supply chain.

In her relentless pursuit of cultural transformation, diversity, and inclusion, Kavita is fiercely determined and passionate. Kavita’s key priorities at UBL include ensuring a workforce prepared to deal with the opportunities and challenges of the beer industry in India, and ensuring people from various backgrounds have access to opportunities to thrive and succeed. In her free time, Kavita enjoys travel and learning about socio-economic factors and cultures as well as how women can make a positive impact on organisations. Meghana Harikumar from Brewer World got an opportunity to speak to the talented Kavita Singh about her new stint in the industry and how important is Human Resources. Below are the excerpts…

How is it to work with UBL?

People are at the heart of UBL’s culture and our people-first approach has not only enabled UBL to maintain its market position but also build a highly engaged workforce. For years, the tagline of Kingfisher has been ‘The King of Good Times’ and this philosophy is what drives us to work together in order to serve the best quality beverages to consumers and in fact this is what has made the brand Kingfisher synonymous with the beer industry.

You joined UBL during the pandemic. How tough or easy was it to get into the new shoes?

Being a culture-driven organisation, the transition to a completely remote working  ecosystem wasn’t the most challenging. There were technology solutions and robust systems in place which enabled us to manage our operations despite the impact of the pandemic. In fact, I was able to virtually meet the entire corporate office team and the brewery team within a few days of joining. 

What were your immediate actions just when you got into UBL?

When I joined UBL, the first task was to build the overall HR strategy for the company, which was critical especially in the backdrop of the pandemic. During the first wave we were all forced to work from our homes but after that we had to apply a hybrid model of work which brought with it its own challenges. As a company that is focused on performance, we had to make sure that operations run smoothly while we transition and adapt to the new ways of working.

Tell us about your work experience? Did you always aspire to work in HR?

I have always enjoyed working with people and witnessing the real impact of collaboration. So this was a natural inclination for me. In all my previous roles, I worked closely with business leaders, and the same continues in UBL as well, where I work closely with business leaders to understand the challenges in our workforce, and then solve it in an optimum way. My passion for bringing the best out of people made me one of the youngest HR heads at Maersk India at the age of 29. Building transformational people strategies became a major goal for me early on.

How is serving as CHRO an important experience, considering the fact that CHROs are the next CEOs?

Human resources is one of the few disciplines that cuts across the entire organisation and because of the inherent nature of the HR function, the role of a CHRO becomes critical in ensuring that the entire organisation is aligned to a common goal and vision. CHROs have the responsibility of understanding the different functions within the organisation, the various roles within each function and subsequently identifying opportunities and gaps that will enable each business unit to operate efficiently.    CHROs today are playing an active role in helping organisations succeed in a highly digitised world and need to develop effective strategies across the entire human resources management lifecycle. This includes recruitment, compensation, talent and performance management, and training and development . More importantly, they also need to keep up with a rapidly changing landscape of human capital capability and workforce planning.

What do you think the future of work looks like at UBL, now that it is a part of Heineken?

The future of work at UBL looks exciting and promising,  with the coming together of two organisations that are driven by their passion for quality and enjoyment of life. Heineken has been a shareholder in UBL for 10 years now. With Heineken’s acquisition of UBL, employees will get to experience the best of both worlds. With Heineken being the second largest brewer in the world, UBL employees will now be part of a truly global family.

What do you think HR brings to the leadership table, and why is it important for business leaders to integrate in decision making?

Any large business has multiple moving parts. While one side of it is focused on numbers and expansion, the other side is focused on people and employee well-being. And in a people-first organisation, this is the biggest priority. The role of HR in any organisation is to give  business leaders a sense of existing employee sentiment, engagement and satisfaction.  This enables  them to not only focus on business growth but also create a conducive environment that is safe, emotionally sound and most of all inclusive in its true sense.  Hence, the role of  HR is to integrate the emotional, ethical and cultural aspects of an organisation to build a collaborative workforce and ecosystem.

What’s been your biggest challenge over the last five years as chief human resources officer?

The first year of COVID was unprecedented in the sense that no one was prepared for it . Work had stopped, there were lockdowns, and many other challenges. The second challenge that I have personally  faced is that I have spent most of my career in male dominated industries and therefore, carving out your niche is an added challenge. And this therefore, is what inspires me to continuously strive for inclusivity at the workplace and ensure that  everyone has an equal opportunity to thrive.

How often do you travel?

I love to travel. I have worked in 35 countries and have travelled across 46 countries. This has allowed me to encounter new cultures, economies and people.

Which is your favourite beer other than Kingfisher and Heineken, of course?

Nothing beats Kingfisher Ultra for me but when I travel I make sure to taste all the local brews.

What do you do in your free time if you find any?

I enjoy reading all kinds of books, especially all the works of Orhan Pamuk. I also love to travel.

The post BW Exclusive: Kavita Singh, Building A Future-Ready Workforce For UBL first appeared on Brewer World-Everything about beer is here.

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On the occasion of women’s day, Geist, South India’s first distribution craft brewery is brewing something special this year. The brand has come up with an initiative called “Ladies Who Lager”. This is a project by Geist to assemble a group of women brewers, drinkers, and enthusiasts of craft beer. By intentionally excluding anyone, the idea is not to foster a feeling of alienation, but to facilitate the creation of quality craft beer by gathering a group to create a beer anyone can fall in love with. 

Ultimately, the idea is to move away from traditional notions of “craft beer for women” around this time of year by emphasising that craft beer is for all people, no matter how they make it, or when they make it. A beer made by a woman isn’t just for women, and notions that this beer has to be overtly feminine, syrupy sweet, or a certain colour are outdated. Women craft brewers based in Bangalore have joined forces with each other for the first time to create a beer that features the ever-popular question: “What is it like to be a woman brewer?” (a question rarely posed to their male counterparts in the industry)

With “Ladies Who Lager” Geist hopes to establish a collaborative platform that allows women from a variety of industries to work alongside experienced women craft brewers.

Geist Stratosphere Lager Brewers

The Geist Stratosphere Lager is brewed by a group of six women brewers from Bangalore, namely: Vidya Kubher from Geist, Aishwarya Ritti from Barley & Us – a microbrewery consultancy, Kajal Manchanda from By The Peepal, Lynette Pires from Seven Rivers Brewing Co., Megha Dalimbe from Byg Brewski Brewing Company, Hennur and Varsha Bhat from Mannheim Brews.

The Stratosphere Lager was brewed at Geist’s distribution craft brewery located off Old Madras Road in Bangalore on Feb 4th, 2022.

The collaboration!

Six women brewers came together at the host brewery to brew a specific beer that embodied the idea of a common thought and then to make this beer available via crowlers in retail channels in India for the first time. Geist is currently the only distribution craft brewery in South India which has the licence, required infrastructure and required regulatory expertise to produce a craft beer batch for official distribution and packaging across Bangalore, in retail stores and on tap.

Several days of discussion precede the actual brew day, which involves decisions taken by the collaborators that take into account multiple factors:

• Availability of raw materials at the host brewery including malts, hops and yeast.
• Distribution breweries often have larger batch sizes than microbreweries and therefore the viability of the style needs to be thought through.
• Sales and customer touchpoints – who is the intended audience & where will this beer be sold.
• Season – weather conditions often play a role in beer preference. 

What is in the name? 

‘Stratosphere’ is the first part of the beer’s name. This comes from the fact that the key hop variety used in brewing this beer is Strata hops, which originates in the US. With a flavour profile that includes tropical fruit and stone fruit, this hop variety lends itself to this style quite well. The name evokes the idea of embarking on a journey to achieve higher goals. Considering the context, it can also be a metaphor for successfully overcoming obstacles on the journey.

It is the word ‘Lager’ that is a critical part of the name, because the term conveys the style of beer the group selected mostly because it is easy to drink and is appealing to a wide audience in India. One of the reasons they named the collective ‘Ladies Who Lager’ is because of the wide recognition and preference for this style of beer. Currently, it is planned to brew a beer at Geist every year to bring together current and future members of this collective.

The design 

This limited edition 500ml crowler’s packaging symbolises figuratively a staircase or a passageway that connects two places, ideas, or states of being. One can also think of it as a feeling of progress or the beginning of some sort of endeavour. Also, a transformative passage involves the act of passing ‘through’ something in order to move higher,” said Sanjana Bhatt, designer of the creative for the Crowlers.

When and where ?  

The Geist Stratosphere Lager will be released on March 8th, 2022 at Geist’s locations in Bangalore (the Geist Brewing Factory – Restaurant and Beer Garden as well as the Geist Brewing Taproom in Orion Mall). The beer will also be available to Geist’s network of  pub, restaurant and hotel partners to order and serve on tap at their locations.

Geist Brewing Co. is an Indian craft beer brand that makes fresh and planet-friendly craft beer at its zero-liquid discharge brewery in Bangalore, India. Established in 2017 as South India’s first distribution craft brewery, Geist Brewing Co. leverages brewing expertise, high-quality ingredients, technical investments, craft community interaction and an independently managed cold-chain logistics network to consistently deliver a variety of global craft beer styles directly to customers (via beer gardens, taprooms & a packaged beer experience in Bangalore retail stores) as well as local hospitality businesses who aim to delight their patrons with an authentic craft beer experience. 

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In an endeavour to take the beer community by storm, Bira 91 has added a beer-full twist to the traditional birthday track sung by millions across the globe. While the tune of the chorus remains the same, the lyrics of the soundtrack have been replaced with sounds created by the brand’s beer bottles, cans, and other offerings, giving the song a fresh and funky vibe, in true Bira 91 style.

As a brand that has been ‘born and brewed’ in India, Bira 91 has always been supportive of budding Indian talent by providing them with opportunities to showcase themselves on a global platform. In accordance with this, it brought onboard two young and talented content creators, Anshuman Sharma (producer) and Kamakshi Khanna (singer) to bring this idea to life.

On this partnership with Bira 91 and release of the music video, music producer Anshuman Sharma said, “Bira 91 is one of my favourite brands and we wanted the birthday wish for them to be creative and truly unique! The music has been created with it’s bottles and cans and I am very excited to see the reaction of the brand’s lovers across the country.”

Singer Kamakshi Khanna said, “Bira 91’s Birthday wish, was such an exciting project to be a part of! The concept of creating music using it’s bottles and cans itself is so playful and innovative that as an artist, I knew this would be super fun to be a part of. Had an amazing time giving my voice to the new-age birthday wish.”

A refreshingly modern beer brand, Imagined in India, Bira 91 aspires to bring flavourful beers to the new world. As one of the fastest growing brands in the world, the brand has built a diverse portfolio of award-winning beers, one for every occasion, and aims to drive the global shift in beer towards more colour and flavours. The brand is now enjoyed in over 500 towns and cities spread across 15 countries and brews its beers across four breweries in India.

Bira 91 has its flagship taproom in Bangalore, where it releases one new experimental beer every week, paired with its curry-shop menu. Bira 91 also offers branded merchandise across categories such as glassware, apparel, and gifts, to make every day a lot more playful. Established in 2015, Bira 91 is driven by a dynamic team of over 550 passionate beer lovers and is backed by Sequoia Capital India, Sofina of Belgium, and Kirin Holding of Japan.

The post Bira 91 Completes 7 Years first appeared on Brewer World-Everything about beer is here.

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In a press conference following the pre-budget meeting with Chief Minister Basavaraj Bommai, he spoke of the CM’s promise to give the department a much-needed facelift after taking into account the state’s financial situation. Among other things, Bommai pledged to address issues related to harassment in the department, new salaries, and complaints pertaining to the issuing of licences under the CL7 and CL9 categories, according to him.

In addition, the CM has instructed the concerned commissioner to take stringent action against the spurious liquor racket and opponents from the outside, also adding that officials involved will be suspended.

“I will have another discussion with the CM and the finance secretary tomorrow. The CM has also been made aware of certain demands of the department and has pledged to respond positively either in the budget or later,” Gopalaiah said.

It would also be considered to increase the commissions for the sellers. Despite the pandemic, the department has collected a record revenue of Rs 23,247 crore and is on track to exceed the target set in the budget,” he said.

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● Harmonisation measure to help in attracting new investment and create more direct and indirect employment opportunities.

In the wake of the upcoming Karnataka budget 2022, the alco-bev industry is filled with the news that CM Basavaraj Bommai might levy additional duty on the alco-bev products.

The industry experts feel that the excise duty on Alcohol Beverage is undoubtedly a major source of revenue for several State Governments. In contrast, unfair tax structures and inconsistent excise policies implemented by some State governments dent excise duty collection potential and discourage responsible drinking amongst the masses.

“By raising excise duties, the government has not only made cheap segments cheaper, but premium and value segments almost as expensive. Because of the high price point in the State, this will essentially encourage abusive and binge drinking habits at lower price brackets and will force consumers of value and premium segments to consider alternative sources from other states and regions,” said an Industry Expert.

The classic case of this paradox is Karnataka which sells one of the highest bottled alcohol beverages in South India but lags severely behind in per case excise revenue collection as compared to other states. For the financial year 2019-20, sale of spirits in Karnataka was at 60.09 million cases and excise collection stood at Rs. 21,584/- crore. While in the case of Telangana, 34.88 million cases were sold, with excise collection standing at Rs. 22,210/- crore. This clearly shows that, Karnataka despite selling almost 72% more spirits than Telangana by volume, collects excise revenue lesser by almost 3%.

The table below provides data on volume of spirits sold in different southern states and excise revenue generated by respective Governments. This clearly reveals that spirits sales in Karnataka while being the second highest (only marginally lower to Tamil Nadu the highest spirit sales State by volume), the per case excise collection is the lowest among all southern States.

A view of Alco-bev Industry – Southern States – FY 2019-20

[table id=28 /]

Alcohol industry veterans stated that this scenario is due to the fact that spirits sale at low end in Karnataka is very high as compared to any other major market in the country, thereby contributing to lower per case revenue. On the contrary, popular and premium IMFL brands, which have high sales potential in the state, are witnessing muted sales owing to very high excise duty, probably the highest in the country.

Segment wise spirits sale data reveal that the cheap + regular category accounted for 93 % of total spirits sales in Karnataka, while value + deluxe + premium category accounted for a miniscule 7 %. On the contrary, in Telangana, the cheap + regular category accounted for 49 % of total spirits sales, while the value + deluxe + premium category accounted for 51 %.

Looking at excise duty levied across different segments and States reflect the high skewness in Karnataka. The following table explains the skewness and the resultant price of spirits.

A comparison of tax applied in major markets on a like to like category is shown:

Total tax comparison per case on major segments across few States:

[table id=29 /]

The above data clearly reflect the lop-sided levy prevailing in Karnataka. While in Karnataka the levy is lowest in local and mass moving brands category, on the contrary the levy is highest in value/deluxe/premium/bottled in India scotch category. The lowest levy category accounts for 93% of total spirit sales, while the highest levy category accounts for just 7%. Thus, industry veterans opine that this skewness is hurting Karnataka excise collection potential. By harmonising excise levy slab, a substantial increase in sales starting from value/deluxe category and upwards is bound to happen and owing to which Karnataka Government could generate more revenue.

Against this backdrop, alcohol industry veterans suggest that harmonisation of excise duty structure in Karnataka will be a win-win situation both for the State Government as well as consumers. This harmonisation measure besides helping Karnataka to get additional revenue will also give consumers access to spirits of their choice at better price points within the State, thereby deterring them from getting it from across borders.

Most importantly, harmonisation is likely to attract additional investment both from existing and new players to set up production facilities in Karnataka as the State has undoubtedly a huge market waiting to be tapped. In-addition, it is suggested that lesser slabs along with tax harmonisation will lead to long term industry sustenance.

In a way, Karnataka will also become homogeneous and offer a level playing field in spirits production and sales for all segments / categories. As a result, responsible drinking will be promoted and abusive drinking will be deterred.

Karunakar Hegde, Vice President, Federation of the Wine Merchants Association (FWMA), Karnataka, said that “People coming from other states like Maharashtra and others, carry one or two bottles of higher segment in the state and thus Karnataka is losing revenue in such cases. We are expecting the government to call a pre-budget meeting sometime next week and prior to this we haven given plenty of proposals and requests to the government asking them not to hike the duty on IMFL and the percentage of profit what dealers in Karnataka get is very meagre because with 10 percent margin, it is very difficult to run the show. We have requested the government to hike the percentage of profit also.”

“This time the government should not hike the excise duty as during Covid it was raised by 17 percent and though the sale of alcohol decreased by 10 to 20 percent during this period, just because of the hike in duty structure, the government was able to achieve 100 percent revenue targets and not because of increased sales of alcohol,” he added.

“Karnataka is adding additional excise duties on spirits and beer, which could also reduce drinkers’ margins. In the past, the state government’s excise policies were very industry friendly, but a plan to increase revenue is what prompted the move,” say some of the experts in the alco-bev industry.

The post BW Exclusive: Karnataka Excise Tax Structure – Boon or Bane? first appeared on Brewer World-Everything about beer is here.

The post BW Exclusive: Karnataka Excise Tax Structure – Boon or Bane? appeared first on Brewer World-Everything about beer is here.

The beer market seems to be on a high, and it doesn’t seem to be dissipating. We have more than 350 breweries in India today, a decade after the first few microbreweries opened in India. Despite the pandemic and the subsequent lockdowns, craft breweries found innovative ways to serve the home consumer market by offering deliveries, offering growlers to take home, and opening beer filling stations, among other things.

With all the brands around there is one BeeYoung, India’s first strongest craft beer that was launched in September 2019. Kimaya Himalayan Beverages owned by Abhinav Jindal. The MBA graduate, aimed at providing a premium product at an affordable price point for consumption in India. Little did he know that the global pandemic will slow down the production and sales. The brand now is back to its maximum productivity and is the talk of the town.

25 crores in six months!

The company was launched with a capital of 15 crores and now BeeYoung is known to have made a profit of 25 crores in just six months.

BeeYoung takes pride in being the pioneer in making the audience aware of the right packaging that enables them to consume beer and is perfect for sharing.

Meghana Harikumar from Brewer World spoke to Abhinav Jindal, Founder and CEO, Kimaya Himalayan Beverages about his journey, the brand and his future plans for BeeYoung. Below are the excerpts…

Tell us about BeeYoung. How is it different from others in the market?

BeeYoung is India’s first strong craft beer. A brew that delivers a crisp, clean yet punchy sip, every time, in all social settings. The choices of ingredients are brought together to create BeeYoung, to find instant appeal with the drinker, be it a seasoned imbiber or a first-timer. The product evokes a sense of adventure and curiosity in the drinker, promoting the idea of trying something new, something that is different and yet remains familiar. BeeYoung narrates the story of youth and adventure.

BeeYoung starts with a sharpness, delivering a perfect malty taste. Then it translates to ripe fruity on the midpalate, with the invigorating flavours and taste make each sip eventful. BeeYoung is our star product and a bestseller across markets.

Two factors that make BeeYoung different from any other brew in the market are its packaging and provenance. The 500ml bottle packaging was introduced in India for the first time with the inception of BeeYoung, to be shared adequately and consumed at the right temperature. The ingredients used in the making of BeeYoung are sourced from their provenance to provide it with a perfect ever-refreshing taste that is smooth on the palate.

Moreover, BeeYoung, being a craft brew, is available at a very competitive price which sets the benchmark for quality at honest prices in the Indian market.

When did the light bulb moment come?

Being a beer enthusiast, I love to try new variants and styles of beer from across the globe. Being a part of this industry for over a decade now, we analysed the gap in the beer industry. I have deeply observed the beer landscape and consumption pattern in India. There weren’t many players manufacturing quality products especially in the strong beer segment, that would appeal to customers cutting across preferences. The strong beer segment makes up for the largest percentage of the market share yet underserved in terms of quality products, hence, we decided to create a product that is crafted and artisanal.

Having travelled to quite a few parts of the world, I also witnessed that beer is not just alcohol but a culture, a kick-starter for celebrations, adventure, and leisure, and that is how I feel. The beer consumption was perceived wrong, and we wanted to change it by educating people about the right pack size and temperature. We are a team of passionate individuals trying to provide international standard brews at the right price, that can be served and consumed in any social setting.

How did you begin creating the brand?

As aforementioned, having closely observed the beer industry in the country, I was able to identify gaps pertaining to the packaging and unexplored strong craft category. The packaging standards i.e., 650 ml and 330ml, are either too big and lose temperature halfway through, or too small to share with others. We came up with unique 500ml sized cans and bottles, as this is just the quantity to ensure proper delight of every sip.

The pattern of beer consumption needed to change, especially in strong categories. I met various brewers in the north and south to create a brew that is extremely gentle in profile and has been made to find an appeal with all sorts of beer lovers. We finally tasted a brew that was vibrant, buzzy, spirited, adventurous as a ‘bee’ that transcends you to the young days, hence named it ‘BeeYoung’. After determining the viability of the product through extensive market research we launched the product in the north market in September 2019.

The product’s favourability is backed by various marketing collaborations, campaigns, gifting, reviews and brand-consumer loyalty. We have witnessed an upsurge in demand in the existing and other markets. We have also been receiving queries from various distribution networks in the west and south for which we are fabricating plans to foray into those markets by the end of this year.

How have you priced your beer and what is the idea behind the pricing?

Delhi – INR 110 for 500ml; INR 140 for 650ml

Uttarakhand – INR 115 for 500ml; INR 150 for 650ml

Punjab –INR 135 for 500ml; INR 162 for 650ml

The idea behind selling the product in the INR 100- INR150 range is to set benchmarks with a quality product at honest prices. We are determined to provide the consumers with a premium product in terms of taste notes and quality while being affable at the same time.

Who do you target as your audience?

All sorts of beer drinkers want to enjoy every sip of the beer, from enthusiasts, younger audiences (21+ years of age of course), and even the older audience who appreciate beer and like to drink a premium quality brew. This brew is made to find appeal across age groups.

What is the quantity of beer brewed per month at your brewery?

We have leased a brewery, where we produce close to 80,000 cases in a month.

What were the challenges faced while setting up the brewery?

Currently we are managing our entire production from a leased brewery in Patiala.

To find the right brewer was a challenge at first. It took us a while before we did our research and finalised the brewery. With the increasing demand, expansion plans in terms of availability and product portfolio, we will be facing difficulties to carry out production in a leased facility, But, we are ensuring that the product quality is not compromised at any cost.

We are soon coming up with our own brewery in Uttarakhand to boost the production to strengthen the availability in existing markets and new ones. It will enable us to experiment with different styles and to come up with innovative variants.

Tell us about the varieties of beer you brew. Where do you get the raw materials?

We have BeeYoung, a lager that is India’s first strong craft brew and Yavira, a premium Basmati Pilsner in our product portfolio. We are experimenting with different flavours to create new styles to be launched this year.

For the production, premium two-row barley malt is sourced from Argentina to get the perfect maltiness to the brew. 100% Sortex White Rice lends clean flavours and makes brew free from impurities. It follows a finish that is accentuated by Columbus and Styrian Golding hops, is lasting, gently bitter and with a citrusy twist making it an ideal sip for a sultry day.

Pure spring water sourced from the Bhakra Dam forms the character and profile of the beer. Yavira’s smooth texture and crispness is achieved by the inclusion of premium Basmati rice in the process.

Tell us about the expansion plan both in India and global markets?

We plan to expand business in newer territories to strengthen availability in all the key states across the north in the first half of this year, 2022. Once we have firmly wired our foothold in these territories, the second half of the year will set in motion launch plans for key markets in the west and south. States such as Mumbai, Goa, Karnataka, etc. to further expand the business and devise nationwide growth for Kimaya.

Moreover, we will also be amplifying the width of distribution to make the product more accessible in existing markets.

What trend do you see happening in 2022 when it comes to changing drinking culture?

Despite the halt and difficulties faced by the beer industry, we tend to create innovative beverages that will engage consumers. Enlisting some of the trends that will fuel the imagination and resilience of the craft brewing industry in 2022.

Evolution in brew styles and flavours: Increasing demand for low alcoholic beverages and craft beer has led to high demand for exotic fruity flavours in brews.

Storytelling through packaging: In 2022, storytelling is essential to communicate what the brand stands for. It helps address the brands’ ideal customers. For example, the use of AI has brought in a new dimension in the craft beer industry. Unique and catchy packaging ideas like adding QR codes to enable the consumer to read about the brand DNA by leading them to their website/social/menu. It makes the customers feel inclusive and connected.

India Pale Ales (IPAs) remains the king of the craft, and brewers continue to add innovative offerings to the hop filler category. 2021 has also witnessed a growing appetite for softer, less bitter, and juicy IPAs.

Also, people have reduced consumption of alcohol for health and other reasons, and therefore, the market is responding with a wide range of offerings with little or no alcohol. Brewers also market non-alcoholic, hoppy, and non-beer beverages.

These trends have also led to the premiumization of the craft beer industry and growing business opportunities for the brewers.

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

Initially, we started the retail business with minimal and controlled sampling to gain feedback. With planned marketing outreach, we got the opportunity to participate in events such as Food for Thought, Horn OK Please, Eat Love Party, and Toast -Wine and Beer Festival, enabling us to sample the product to a wider audience. More and more sampling to the target audience was the initial focus before we gained momentum on the sales in cities where we have our distribution. The perfect taste and buzz of the product kept the audience hooked.

Moreover, various high voltage campaigns are consistently running on our social media platforms, helping us promote the brand narrative, populate collaborations with industry faces/influencers. These collaborations (engaging reels/ fun videos with product integration) have helped garner traction, build brand identity and consumer loyalty. The cocktail mixing by experts, comics, dancers, and festive reels have performed considerably well and have been well accepted by the audiences.

Tell us about your family.

I have two amazing daughters who are my best friends. Spending time with them works as an absolute stress buster for me when I go back home. We love cooking, hiking and travelling together. My wife and parents complete the close knit family that we are. My parents are religious devotees and we are blessed to have them guide us and the kids with values and virtues.

How do you spend your free time, if you got some?

I am an avid traveller and a beer enthusiast. I like travelling to the Southern part of India and different countries for their beer and beer culture. Also, I cook and try new cuisines whenever the time permits.

Any other business plans you are working on?

We have a lot that we are working on. Moving forward we will be looking at introducing a new age brewing style which should be possible with our new state of the art brewery coming up that will take shape in 2022.

Due to the pandemic and uncertain lockdown situation in various states, we had put a halt to our plans for expanding the business. Even now we will take gradual steps and move forward with our existing plans.

Also, we are researching and working on some exciting new beverage categories, which we intend to introduce in this year itself.

The post BW Beerpreneur: “BeeYoung Gearing Up For Its New Brewery In Uttarakhand” first appeared on Brewer World-Everything about beer is here.

The post BW Beerpreneur: “BeeYoung Gearing Up For Its New Brewery In Uttarakhand” appeared first on Brewer World-Everything about beer is here.