Oliver, who had been drawn to India 15 years ago by his passion for Beer and Travel, has been a pioneer in helping Indian Beer lovers appreciate Craft Beers. In addition to being a Brew master, he has mentored aspiring and budding Brewers to focus on Consistency, Quality and attention to detail while Brewing the most loved beverage.

Oliver, a German national with 23 years of professional brewing and distillation experience introduced craft beer to Greenland and India. He has worked with several breweries across the world and is now settled in Pune where he has co-founded Oi Brewing Company.

BRAUEREI IM FÜCHSCHEN, MEIERHOF BRAUEREI, TEERENPELI PANIMO JA TISLAAMO, BRASSERIE HISTORIQUE DU CATEAU, KARL AND FRIEDRICH and GODTHÅB BRYGHUS are amongst the many outstanding breweries he has worked with. Brewer World had an opportunity to speak to Oliver Schauf about his journey as a brewer and an entrepreneur. Below are the excerpts…

What is your first beer memory?

Malzbier. A dark, sweet, very malty beer which is just very briefly fermented to keep the alcohol below 0.5% ABV. Very traditional stuff, and popular among German kids.

Why did you want to become a brewer?

I come from Düsseldorf. Famous for its own beer style, the Altbier (a malt-forward, pretty bitter brown ale). And beer truly is ubiquitous in Düsseldorf. It has Germany’s busiest brewhouses, where Altbier is served from huge wooden casks, and the waiters insult you if you don’t drink beer. Or ask for the wrong beer (Kölsch). Düsseldorf also is home to many very old, and very traditional breweries. Where wort is still cooled in cool ships, and fermented in open tubs. That fascinated me. Especially the craft part. To make such a great product, which makes so many people including me happy, with your bare hands. Following what I then thought is a century old craft. So after school, I set out to find a job in brewing.

Can you tell us about the journey?

I was lucky and got hired as an apprentice at Brauerei im Füchschen, one of Düsseldorf’s traditional breweries. Apprenticeships are part of Germany’s formal education system: every week, it’s three days working hands-on at the brewery, and two days attending Brewing School (including beer at the lunch breaks). After hugely interesting three years I then graduated and became a Brewer and Malster, which is a government recognised profession in Germany. After my apprenticeship, I worked in a small village brewery for some time where I learnt the art of traditional lager brewing. I then joined the VLB Berlin to study Brewing Technology, a two year bachelor course, and graduated from there in 2002 as Diploma Brew master.

After graduation, I added my second passion of travelling to my career and left Germany. My first job took me to Finland, where I brewed at the Teerenpeli Brewery in Lahti for a couple of years. It was the first time I got in contact with “modern craft brewing”. Craft brewing in Germany was a very traditional business. Small breweries simply continued doing what they did for the past century or two. But in Scandinavia this traditional industry had never been there in the first place. And craft brewing was less about conservation but much more about re-invention. While American styles hadn’t reached Europe yet, brewers in Finland re-discovered the traditional Finnish Farmhouse Ale (Sahti). They were trying themselves on English, German and continental beer styles. Also ciders were popular. Often leaving the textbook behind and creating something all new. This was very exciting to see, and taught me at least as much as the traditional German brewing education. Besides beers, we were also making Scandinavia’s (maybe Europe’s?) first craft whiskey at Teerenpeli. In a small, but beautiful all-copper 15hl  pot still. The smallest pot still the Scottish fabricator had ever made.

I then left Finland to join a new brewery in northern France. Setting up a used 30 hl plant in an old malt factory, including a bottling line to fill the beer and artisanal sodas into champagne bottles. It was started by an American entrepreneur, who understood how to fuse a traditional product and modern marketing. This taught me a lot about the business behind craft brewing.

From France, I then went to Russia. The Karl and Friedrich brewery in St Petersburg. Microbreweries were then booming in Russia, and St Petersburg alone counted 80 of them. Russians love beer (it is considered healthy, at least compared to Vodka), and summers there are short. From May till August, our beer garden there was sheer bursting. Guests were bribing the waiters to get tables. During the season, we were brewing 30,000 litres per month. In three shifts on an old Hungarian 5 hl brewhouse. Russia was lots of work but also lots of fun. And gave me an understanding of the real potential of brewpubs.

Who do you look up to in the industry?

Pierre Cellis, Ken Grossman and many others from the first hour of craft brewing. Those who went out, against the wind, to change the perception of beer at a time when Budweiser was considered the pinnacle of the brewing art.

You introduced craft beer in Greenland, how did that happen?

India had its hand in that. In short: I had signed up for Doolally and quit my job in Russia for that. But then my joining date got delayed again and again as files at the Excise department were moving slower than anticipated. After a few months, I really needed a job. That’s when I got a call from someone who had just set up Greenland’s first ever brewery, and was looking for a brew master. That’s how me and Alfons Fullbier, another brew master from Germany, got onto brewing Greenland’s first ever beer. We were brewing on a 20 hl Bavaria system, and mostly Danish styles, which were then sold in Nuuk’s bars. One thing working in Greenland teaches you is: planning. Everything down to the smallest screw needs to be ordered from Denmark, and then takes 1 to 2 months to come by ship. Longer in the wintertime when shipping often got disrupted by rough weather. I vastly enjoyed working there at the top edge of the world,  but India was calling. So, after 12 months, I didn’t extend my contract and left Greenland for the next craft beer frontier.

What are the popular styles in Greenland?

A Danish brown ale called Classic.

You are one of the first craft brewers in India, how did this happen?

I was actually searching for it. Ever since my first visit here in 1989 I was addicted to India. I visited India regularly, every couple of years. Mostly backpacking, other times as a volunteer, and once I travelled to India overland all the way from Germany.

After my graduation from the VLB I had kept looking for an opportunity to work in India. But craft breweries came up all around the world (even in North Korea), just not in India it seemed. In 2006 then I got in touch with Suketu and Pratekk, who were planning to set up India’s first craft brewery. And opposed to other projects, they were pushing hard to get permissions from Excise. When the Maharashtra government gave them the nod in 2007, I flew to India to meet them. Doolally was a small and severely underfunded project, and they had no money to hire me. But I saw the potential (and maybe overestimated it a little), so I joined as a partner instead. And I’m still around. 

Oliver during the setting up of Doolally

How was the Indian beer industry when you started and how is it different now?

In 2008, the Indian beer industry offered us a choice between Kingfisher Mild and Kingfisher Strong. Building a microbrewery in 2008 also required a good dose of pioneering spirit. Nothing was available ready-made, and we had no funds to import anything. I taught myself AutoCAD to design tanks and brewhouses, and then had them fabricated in Delhi. We had to scavenge the Pune bazaar for valves and other fittings, and visited maltsters in Delhi to get suitable malt. When we took the first brew in 2008 (a Greenlandic ale) it certainly felt hard earned.

Also, at the same time we started, a bottled craft beer called Little Devils hit the stores. However, it was way ahead of its time and couldn’t even sell the first batch.

I am still surprised how quickly this landscape has changed. Having a good beer in India is no longer a challenge.  At least in the metros. India now has an abundance of good beer brewed by great and often very enthusiastic brewers.

Opening one’s own brewery has luckily also become somewhat easier, with great Make in India equipment choices now easily available, and existing microbrewery policies in 10+ states. While for many the business might still be tough, mainly because of the remaining high taxation for beer, and a relatively small, and fragmented market, still, when seeing how much has happened in the past ten years, I am actually very optimistic about the next ten years. 

Oliver at Oi Brewing Company

Tell us about your experience with Oi.

Oi is a pure brewing company, without its own restaurants. We try to focus on our beer. And utilise the new opportunities which the Maharashtra government has given us by allowing growler sales.

Oi brews India’s first organic beers. Brewed with organic raw material, and following the strict German purity law which allows only water, malt and hops as ingredients. We want to break out of the “traditional” craft beer markets, and become an alternative for all beer drinkers.

We do take the organic approach very seriously, despite the effort it often requires. For example, because organic malts are not available in India, we started growing our own organic barley and have it malted. We also invested into moving many processes in-house in order to have more control over the ingredients. For example we do have a fully equipped lab to grow our own yeast, and our popular smoked beers are made from malt we smoke in our own malt-smoker over natural wood.

Oi also offers its facilities for contract brewing, and we already have a handful of very reputed brands brewing their beer at our facility.

How important is it for a brewer to hold certifications in the beer industry?

There are two main ways to enter this industry: educate yourself on how to make great beer, or spend your own money to start your own brewery.

What are your views on culturing an “in-house” yeast strain to brew unique beers in India?

Very geeky, very niche, and not a very promising approach in my opinion. I think it would be a good start if Indian craft brewers would just start using more local ingredients instead. Craft shouldn’t be confused with gourmet food at a 5-star restaurant. It’s not “Lobster from Greenland” or “Truffles from Italy”. Instead, craft is terroir! It needs the taste of the soil if we want people to identify with it. At Doolally we have done that from day one. We use Indian malt and Indian apples. And process them on Indian  brewing equipment. Whenever we have a choice, we choose local (I myself am pretty much the only “imported” part of Doolally). At Oi, we now try to take this to the next level and start growing our own organic barley. I understand that working with local malt can be a challenge at times. Simply because it is made with different priorities in mind. But the more of us are using it, the more maltsters will try hard to give us great Indian malt for great Indian craft beers.

Could you give us a brief about your consulting business (Pukka)?

I’m trying to help people who want to enter the craft liquor business to avoid making all the costly mistakes which the rest of us made (those who couldn’t afford a consultant). 

If you could implement one business strategy to improve the brewing industry, what would it be?

Please contact my consulting company. ?

What is usually the inspiration for new recipes?

Things I see, smell, eat or drink. Often other brewer’s beers. Like the first (mind-blowing) IPA I tasted. A homebrew by Ben Johnson, then head brewer at the Barking Deer back in 2010. It literally blew me away. Right on the next day I ordered fancy American hops from our British hop vendor. The first Doolally IPA turned out to be very decent, but Ben had been wise to keep this a home brew. Our customers hated the “bitter beer”, and of the 1000 litre, some 800 litres had to be drunk by the Doolally brewers.

Have you travelled for beer? If yes, to where?

I have never travelled “for beer”, but also never “without beer”. The best “travel beer” I probably had was in Mauritania. It’s a dry country, both figuratively and literally. All desert and prohibition. To reach the capital Nouakchott one needs to cross a stretch of the Sahara desert without any roads. So after days in the desert one finally arrives back in civilization just to find out that there’s no beer. Luckily, the Ambassador of the Republic of Congo is a very empathetic person. He knows the meaning of thirst. That’s why he sacrificed a few hundred square feet within the (extraterritorial space of the) Embassy to run Mauritania’s only bar. Where he serves the world’s best ice cold Heineken.

Which is your favourite craft beer in India and across the world?

Free beer in good company.

Your favourite beer and food pairing?

Hamburger at 3 in the morning after usually too many good beers.

What do you do when you are not brewing?

Getting older, wiser, and better looking. Also cooking and baking. If I find time.

**This interview is a part of Brewer Talks, a continuing series of interviews with the Brewers of the beer industry and community from across the world. Brewer World will share business and personal insights from Brew-masters, Head Brewers, Brewing Managers each week to help build the industry network and consumers understand beer well.

The post Brewer Talks: “Beer With Oliver” first appeared on Brewer World-Everything about beer is here.

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At summer music festivals, the rules of “normal” life dissolve. Every year, thousands of people flock to these events.

Festivals are not only about vague feelings of anarchy (or good music), but also about a vague sense of community. Newfound freedom lends itself to a stronger sense of community. Regardless of whatever the reason for everyone’s attendance may be, you all have something in common.

No matter how sweaty and dirty you are, it doesn’t matter. Here we have listed some of the music festivals with beer for you to attend during the Summer 22.

Winterwondergrass California 2022

Winter Wonder Grass is all about bringing good music to people who enjoy great scenery and the excitement of the mountains. This festival is family friendly mixing beer, music and snow sports.

April 1-3, 2022

Squaw Valley, CA

Pa’l Norte 2022

 The Pa’l Norte Festival in northern Mexico may change its design and style every year, but the slogan ‘Siempre Ascendente’ (Always Rising) remains the motto and spirit of this rock event. One of the most important and popular festivals in Latin America, Pa’l Norte showcases a number of international acts, emerging talent, and local artists.

April 1-2, 2022

Monterrey, Mexico

Hogs For The Cause 2022

Kick off festival season with music, barbecue and community! This massive BBQ event also doubles as a fundraiser for both local and national children’s hospitals.

April 1-2, 2022

New Orleans, LA

Ceremonia Festival 2022

Ceremonia Festival is a cultural celebration with the best and most representative of the local and international scene in a single weekend.

April 2, 2022

Mexico City, Mexico

 A State Of Trance LA 2022

 ‘A State of Trance will venture into new territories by bringing fans on a brand new musical journey that infallibly captures their hearts and minds. A State of Trance festival will deliver the unique ‘ASOT’ vibe and electrifying atmosphere in its ultimate purest form.’

April 9, 2022

Los Angeles, CA

 Sweetwater 420 Festival 2022

Bring on the brews! This annual fest is sponsored by the Sweetwater Brewing Company in Atlanta and brings in a killer collection of artists from around the country to celebrate beer, food, and fun.

April 29-May 1, 2022

Atlanta, GA

The post Welcome Summer 22 With These Music Festivals first appeared on Brewer World-Everything about beer is here.

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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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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. 

The post BW Exclusive: Geist’s ‘Ladies Who Lager’ For Women’s Day    first appeared on Brewer World-Everything about beer is here.

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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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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.

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Reaching a milestone, the Craft Beer Marketing Awards (CBMAS) expands its worldwide judge’s panel to include over 500 industry professionals from over 24 countries.

“We’re excited to welcome more than 500 judges from all around the world to this year’s panel, all professionals in brewing, marketing, design, and beyond,” said Jackie DiBella, CBMAS Co-Founder. “We appreciate their volunteer support to visually critique and rank the entries,” Jackie added.

Well-known Judges who have returned or joined include Ralph Steadman, David Carson, Zane Lamprey, Jon Contino, Matt Furman, Harry Schuhmacher, Megan Stone, and Keith Villa, among others.

“I’ve watched the Craft Beer Marketing Awards rise so quickly to prominence and am honoured to participate as a judge alongside top contributors from the beer community,” said Tara Nurin, independent beer/spirits journalist and author. “As a female writer who has studied women’s involvement in the beer world, I appreciate that the CBMAS recognizes the achievements of creative and influential women in the industry,” she added.

Due to the recent COVID Omicron surge, the CBMAS has extended their 2022 awards season entry deadline to: March 14, 2022.

“While entries poured in from all over the world, many have recently asked for more time to get their entries in due to COVID-related staffing issues and delays. We totally got it, so we moved the entry deadline to Valentine’s Day. Happy Valentine’s Day to beer lovers worldwide,” said Jim McCune, CBMAS Co-Founder.

The CBMAS is now in its third season. Founded in 2019, this is the only global awards competition to recognize and celebrate the importance of craft beer marketing and design as a key to success in this highly competitive marketplace.

The CBMAS expanded its industry significance as a leading expert in marketing trends with the presentation of a marketing seminar at the 2021 Craft Brewers Conference, as well as, by recognizing influential beer industry movers with their “Industry People of the Year” Awards.

And, as a way to make its voice literally heard, the CBMAS has launched a podcast, Marketing on Tap, sponsored by EGC Group.

Entries are open to anyone involved in marketing within the brewing industry around the world—including cider, hard seltzer, mead, and brewery-produced RTD Cocktails. Breweries, their agencies, artists, and marketing partners are all invited to enter their top work.

The 2022 CBMAS encompasses over 40 categories that cover all aspects of brew marketing—from labels to logos and tap handles to taprooms. New categories have been added by popular suggestion, and returning this year are the “Sustainability–Environmental Awareness” and “Human Rights” categories.
The CBMAS’ judging process is a robust, credible, and transparent digital scoring system that’s ranked by an influential and respected worldwide panel of more than 500 beer, marketing, and design experts.

The CBMAS’ presenting sponsor—for the third year in a row—is Hillebrand, the world’s leading global beverage logistics company. Prabh Hans, VP of Domestic Services for Hillebrand North America—headquartered in Houston, TX—was a strong supporter from the start.

“It’s awesome to see how the CBMAS have grown,” said Hans. “What an amazing platform, connecting brewers around the world, and celebrating their creativity. We can’t wait to see who is awarded a prestigious Crushie award as recognition for their passion-fuelled work this year!”

A new 2022 CBMAS Gold Sponsor is Arryved, based in Boulder, CO, which specializes in point- of-service for craft breweries, restaurants, and other craft destinations.

“We see creativity across this industry every day – and it just keeps getting better. We’re excited to be a part of the CBMAS this year to help celebrate those who are continuing to come up with innovative ways to get their brand name out there,” said Alex Ostler, Head of Marketing, Arryved.

Many design companies and agencies are taking notice and submitting their work. This truly underscores the CBMAS’ focus on the growing importance of creative art and design in packaging and brand building as marketing tactics for brewers to stand out in today’s ever- growing and competitive marketplace.

Chicago, IL-based INX, an international ink company, has returned as a sponsor this year.

“As an integral part of the metal decorating and packaging industry, INX International is excited to be a part of the CBMAS,” said Sarah Jacks, Manager, INX Colour Perfection®. “What a fantastic way to give recognition to the talent that so many brands have brought to the craft market! We can’t wait to see the impressive branding, designs, and hard work that this year’s applicants bring to the competition!” Sarah added.

The awards celebration will take place during the week of the 2022 Craft Brewers Conference in May in Minneapolis, MN. For additional information and continued updates, visit craftbeermarketingawards.com.

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Bira 91, one of India’s fastest-growing brands in its category, and boAt, India’s #1 Earwear brand (as per IDC India Monthly Wearables Tracker, November 2021 release) have come together to launch an exclusive ‘BOOM’ audio collection that is high on both functionality and aesthetics. The ‘BOOM’ collection will include the brand’s quirky yet powerful Stone SpinX 2.0 and Stone 190 making them the perfect party companions. For those who enjoy music in their own space, this collection will also come with boAt Rockerz 450 Headphones.

The ‘BOOM’ collection has been intricately curated for consumers who are bold and expressive, and don their wearable accessories as an extension to their personality. It seamlessly integrates the daring colour palette and the striking design of Bira 91’s ‘BOOM’ variant with the fashion-forward aesthetically designed boAt portfolio. The limited-edition collection is expected to be nothing less than the go-to style statement accessory of the season.

To bring alive the central theme of music that resonates with both brands, Bira 91 crafted a special music track for this collaboration called ‘Get Set BOOM’. The high-energy video paints a picture of the perfect weekend, with music bringing friends together in an ultimate house-party setting. The playful and upbeat lyrics and strong visuals are complemented with subtle integrations of the audio collection and other brand merchandise to create the ‘party vibe’ like never before.

https://youtu.be/ygatVQVdlik

Commenting on this epic partnership, Ankur Jain, CEO and Founder, Bira 91 said, “Beer and Music are a match made in heaven, which is why we are thrilled to announce our partnership with boAt. At Bira 91, we have been partnering with several like-minded homegrown brands, to provide unique experiences to our consumers. And this association with India’s largest earwear brand is another step in that direction. The launch of the limited-edition collection of ultra-stylish audio devices helps both brands deliver on their consumer promise of quality and innovation. Our endeavour at Bira 91 is to become a lifestyle brand and we have been building a dynamic portfolio of products at the Bira 91 Merch Store. This partnership with boAt takes us a step closer towards that goal.”

Commenting on this association, Aman Gupta, Co-Founder and CMO, Imagine Marketing Pvt. Ltd. said, “We are elated to partner with Bira 91, a brand that is playful, creative and resonates well with our brand ethos. We aspire to launch the most unique, vivid and quirky products in the Indian Market and the BOOM collection showcases our ideology really well. We hope our boAtheads enjoy using these products as much as we did designing them.”

The BOOM collection will be available exclusively on Bira 91’s Merch store and the boAt website starting 20th January.

Rockerz 450

BoAt X Bira 91 wants you to meet your favorite Rockerz 450 in a slick new color! It’s just the right headphones to be your +1 for home workouts, solo dancing sesh and jamming to your favorite playlist. Blow your ears with powerful audio quality with its 40mm drivers the ‘BOOM’ way. This wireless headphone has the power to take you to an alternate HD immersive audio reality. Get ready for an all-night musical bender with its 15 hours of playback. Not just this, choose your mode & go wireless or stay connected with an AUX wire! Rockerz 450 — Get, Set, ‘BOOM’!

Stone 190

Take your BOOM-bastic party with you wherever you go with Stone 190. Equipped with 52mm dynamic drivers, this party and travel booster will amplify your vibe. Get an immersive audio experience all day with its long battery backup and premium sound quality. Although wireless, Stone 190 also comes with an AUX connectivity mode. Create a ‘BOOM’ with your friends near the pool or on the beach without a worry with its IPX7 Water Resistance! Its ergonomic build and extra portability will ensure you never have another dull moment at your party!

SpinX 2.0

Guess who’s RSVPing to all your house parties & travel escapades — the fresh new SpinX 2.0! Match your speakers with your style and stream uninterrupted music with up to 8HRS of total playback time. Poolside or on the streets, put two Stone SpinX 2.0 speakers together on the go with the True Wireless Feature and double-up your fun. Well, parties can be messy, don’t bother about splashing a little water; our speaker is rugged and comes with 360° IPX6 water resistance. Experience the premium HD Sound of two 40mm drivers and slide into good times!
What are you waiting for? Go grab your limited-edition audio devices now at:

https://shop.bira91.com/boatboomcollection

https://www.boat-lifestyle.com/pages/boat-x-bira

Imagined in India, Bira 91 aspires to bring flavourful beers to the new world. As one of the fastest growing brands in the world, Bira 91 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 flavour.

Bira 91 is now enjoyed in over 500 towns and cities spread across 15 countries and brews its beers across four breweries in India. Bira 91 also offers branded merchandize across categories such as glassware, apparel, and gifts, to make every day a lot more playful. Adding to this collection now we have the collaboration with boAt as well!

Established in 2015, Bira 91 is driven by a dynamic team of over 550 passionate beer lovers.

The post Bira 91 Partners With BoAt To Launch ‘BOOM’ Audio Collection first appeared on Brewer World-Everything about beer is here.

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