Craft beer is the flavour of the season

The dynamics of India’s beer industry has completely changed during the recent years. Now beer consumers in India want to explore different variants and styles, observes Adil Mehra, Owner, M/s Esha Mehra, who recently launched four variants of Awitman Beer.

The India’s beer market scenario has witnessed major changes in the past couple of years. People are ready to explore varied tastes and flavours of beer. Beer is no longer just a man’s drink, since female clientele is also contributing to the market share in India’s beer market. “Most popular beers trending are lagers and wheat  beers,” says Adil Mehra, Owner, M/s Esha Mehra. Talking about the spirit of innovation in India’s beer industry, he observes that the industry is open to exploring different styles & flavours. There has been a significant response to new flavours like Summer Citrus, Lemon Lime & Rose. Elaborating on his company’s launches, he says brands like Awitman Belgian Wheat beers have been launched in the market with four different variants. These include The Original, Summer Citrus, Lemon Lime & Rosè. “We are currently placed in New Delhi, Uttarakhand & Puducherry. We are looking to capture 15-20 percent market share in India, in the coming 3-5 years,” he says. On how his brands meet the aspirations of the young beer drinker in India, he opines that the dynamics of India’s beer industry has completely changed. People want to explore different variants and styles. Awitman have the most flavourful wits. All these beers are bursting with different flavours & aroma, making it more palatable for the beer drinker. He says “Niche beers imported from around the world are having extremely high retail prices and their market is limited to major metropolitan cities only.” The volumes for such beers would be miniscule.

Value For Money

On the point of companies following Bira’s strategy by manufacturing their own beer brands abroad, Adil recounts that beers brewed in Belgium are of the highest quality and will give Indian consumers great value for money. “Our range of Awitman beers are priced at Rs. 165 in New Delhi, and it is a result of robust pricing policy,” he affirmed. Talking about the ratio of imported beer and homegrown brands, he says that according to research carried out by Business Monitor International, the beer market in India is set for strong growth, after years of upticks in beer sales. According to the research, “On the back of changing cultural attitudes and a young, increasingly affluent population, demand for premium and craft beers is rapidly emerging.” He signs off saying the craft beer industry in India shall grow consistently year on year between 15-20 percent.