Beer is one of the most widely celebrated beverages globally, and it has been winning the hearts of people across the globe for ages, and Indians have been equally loving this drink. Growing at a steady rate, the Indian beer market stood at a value of nearly Rs 371 billion in 2020 and is further expected to reach approximately Rs 662 billion by 2026, exhibiting an estimated CAGR of about 9.2 percent during 2022-2027, as per a report by Market share.

Looking at the growth, every year on the first Friday of August, the world celebrates International Beer Day which is dedicated to the craft of brewing and appreciating those involved in its production.

Brewing Success

Alcohol consumption has become a part of social interactions in the country. The beer market is slowly gaining prominence, owing to an increase in disposable income, preference for low-alcohol beverages, and growing social acceptance. And, over the years we have seen the sector growing at a very fast pace with home-grown brands like Mohan Meakin Ltd., Arbor Brewing Company India, United Breweries Ltd. (UB Group), and B9 Beverages Pvt. Ltd. (Bira 91) pushing the new and young players to innovate the product.

“In my opinion, Indian homegrown businesses are on the verge of a significant transformation. Many industries are experiencing tremendous growth, with consumers increasingly opting for 'made in India' and 'vocal for local products. This shift has occurred because people now trust home-grown businesses that offer competitively priced products and understand the tastes and needs of an Indian consumer,” said Mohit Bhagchandani - Founder of 7Ink Brews & Copter7 by adding that this adaptability has allowed them to incorporate new product variations that resonate with the customers by providing premium quality products, with the finest of ingredients, at an affordable price.

Not only this, but in the last 2-3 years we have seen beer has witnessed quite an evolution in terms of how it is brewed, the different grains used to make beer, and even the taste of the beverage. Initially started with barley as one of its main ingredients, now there is a shift of preference towards light beer, which is not too bitter and leaves a sweet after-taste. Light beer is brewed using one of the world’s staple crops - wheat.

“The current beer scene in India is at an exciting stage. Beer as a beverage category is growing in the country and as a subcategory, craft beers are showing healthy growth. In the past few years, quite a few brands have entered the market and that is definitely a positive sign,” shared Chaitanya Khanapure, Owner of Igloo Beers which is selling its range of beers from Growler Station in Chembur in 1L Growlers and range from Rs 500-600 each.

What's Pushing this Growth?

The growth is primarily due to people being slowly exposed to a variety of global beer styles with a variety of flavors and their willingness to try new products.

According to Vineet Chadha, Director of Sales Beor360, “The emerging craft beer culture in India has been majorly influenced by western countries, i.e., the US and European trends. This factor has immensely supported the growth and development of the beer industry in India. As a result, many brewers are emerging with new and innovative craft beer ranges in the country.”

He also pointed as a beverage, beer has exponentially grown and has become the go-to drink over the years. People have significantly shifted their preferences from unwinding with a mass-produced beer after a tiring day to flavourful combinations of craft beers. Craft beers such as Lager and Wheat have garnered significant interest from Indian consumers.

“Many product innovations are enabling this market to reach new heights. Such inventions like freshly-brewed beers, craft breweries offering customized flavors, and on-tap beers have come into play which is driving this sector across the country,” mentioned Atul Singh, Managing Director at Lone Wolf by adding that we believe that the massive beer shortage amongst the national capital along with other cities proved to become a boom and a bane for most of the brewers. This opened up a door for new entrants to kick start their journey in this eco-space.

USP

“Whenever possible we try to incorporate the highest quality Indian ingredients into our beer. We work with local suppliers to get the freshest ingredients without any preservatives or additives. Our most popular beer - Konkan Rice Lager, brewed with locally sourced rice is also a sign that consumers today are keen on trying locally produced high-quality craft beers,” pointed Khanapure who tries to have a selection of beers that appeal to a broad range of consumers. The brand also change the lineup of beers with seasonal specials that keep enthusiasts interested in trying our new beers. His brewery in Mumbai has a capacity of over 2 Lakh Litres per year with room to expand as the brand grows.

Similarly, for Chadha, their irresistible, unique range of beers makes them stand out from other players in the market. “We use premium quality ingredients coupled with passion in making our flagship beers. We are the first-ever brand to add the magic of chamomile to our CRAFT wheat beer that comes through subtle and clear from the unfiltered, hazy brew of barley malt, wheat, and hops. We also focus on investing a considerable amount in ensuring the premium packaging of our products and offering them a super-premium feel,” he shared. The brand is also trying to have impressive inroads in markets like Delhi, Gurgaon, Bengaluru, and Hyderabad.

Also, Lone Wolf recently entered into the market by launching two variants, for now, are made with quality ingredients like German Hops, and Imported Barley Malts. The first one is a high ABV beer, Lone Wolf Strong, the uniqueness that lies in this particular beer is that it does not leave a bitter aftertaste and “goes down easy”. This variant is extremely smooth, unlike your ordinary strong beers. The second variant Lone Wolf Mild Lager is a full malt and allows you to take in the earthy tones. This particular variant is perfect for your brunch sessions.

High on Expansion

With growth opportunities for everyone, these beer brands are not just looking at the Indian market to expand their lineup but few have even ventured into the global markets as well.

“As we look at our production capacities, we are new to the industry, and are pacing ourselves accordingly. As a result, we are concentrating our efforts on expanding our sales and distribution footprint in North India. We are currently only operating in Delhi and Haryana. Next month, Chandigarh and Punjab will begin. Following that, we plan to expand our bases to Uttar Pradesh and Himachal Pradesh. We are currently a bootstrapped and self-funded company,” pointed Singh as he also looks at expanding Lone Wolf into LABs (low alcohol beverages) and RTDs (ready-to-drink) segments.

On the other hand, 7Ink Brews & Copter7 that is currently present in seven states, Mumbai, Goa, Pune, Bengaluru, UP, Haryana, Punjab, and Jharkhand plans to expand globally soon. “We have a pipeline of products to be launched for both the urban and strong beer markets. While being relatively new with a good presence across 7 markets we want to now consolidate and focus on the volumes with deeper penetration and presence across our target markets,” added Bhagchandani.

While BEOR360 that is targeting 21–35-year-olds men and women has aggressive expansion plans in newer markets like Goa and Uttarakhand. The brand also intend to venture into Maharashtra in the latter half of the year.