Bullish Trends in Beer

Along with enhancing the appeal of beer through taste, aroma and packaging, the industry feels that there is a strong need to make its operations increasingly sustainable and environment-friendly. Abhinav Jindal, Founder and CEO, Kimaya Himalayan Beverages says there is a need for continuous innovation to march in tune with the emerging trends.

It is evident that the journey of beer in the Indian market is far from static. The focus on innovative styles like cold IPA, the anticipated growth in the northern region, and the experimentation with the tropical and fruity flavours all point towards an exciting and dynamic year ahead for beer enthusiasts and brewers alike, in India. As industry experts point out, India’s beer market is shifting towards premium and craft offerings, reflecting changing consumer preferences. This trend is driven by a desire for unique flavours and experiences.

Factors like social media and urbanisation have further fuelled this demand. It is by taking all such trends into account that Kimaya Himalayan Beverages has committed itself to navigating new challenges and opportunities and meeting the evolving needs of beer enthusiasts in India.

“In the past year, we have witnessed a resurgence of lager and pilsner styles. These classics, known for their refreshing and crisp profiles, have found a renewed appreciation not only among the giants of theindustry but also within the niche of smaller craft breweries in India,” points out Abhinav Jindal.

A standout creation gaining traction in India’s beer market has been the cold IPA, a lager-style India Pale Ale. Departing from the familiar ale style, this cold-fermented IPA has introduced a refreshing twist to India’s beer landscape. It’s not just ale that holds its place. Lager, too, has had its moment to shine. Meanwhile, there is a noticeable trend towards non-alcoholic beers, although it remains a relatively new category in India with limited available data. However, low ABV and low-calorie beers are gaining popularity among the Indian youth, particularly women. This demographic, including early adopters and those mindful of their weight, finds the category appealing and flavourful.

The Kimaya Portfolio

Elaborating about what Kimaya Himalayan Beverages has to offer its consumers, Abhinav says that ‘BeeYoung’ is a vibrant brand that is conceptualised to connect with the millennial vibe. It is a fresh and youthful creation, delivering a crisp, clean and punchy sip every time. Crafted using quality ingredients, it evokes a sense of adventure, curiosity and thrill. The sparkly yellow packaging represents a ‘fun and vibrant’ state of mind, connecting with its taste profile, and making it a compelling choice for consumers. “What sets BeeYoung apart in the market is its distinctive flavour notes that start with a crisp attack, delivering a perfect malty taste,” Abhinav adds.

Then it translates to ripe fruity notes on the mid-palate, creating a truly invigorating and memorable sip. Two distinguishing factors that set BeeYoung apart from other brews in the market are its craft nature combined with a value-for-money proposition and its packaging.

According to Abhinav, BeeYoung is not only a craft brew but also a high-quality product offered at a competitive price. The ingredients utilised in BeeYoung’s production are meticulously sourced from their origins; ensuring a consistently refreshing taste with every sip. In terms of packaging, its bold yellow can stand out amidst the typical red, gold or black labels, which are commonly found on strong beers.

A Unique Collaboration

Kimaya Himalayan Beverages has entered into collaboration with Malteries Soufflet to contribute to the taste profile of its beer. As Abhinav explains, at the heart of BeeYoung’s distinctive taste is their careful selection of high-quality malt sourced exclusively from Malteries Soufflet, a prominent name in the malting industry. The two-row barley used to make this crafted brew is grown in India and acclimatised to Indian climate and further meticulously monitored and supported by experts to get the same quality as European varietal 2 Row barley; creating a brew with unique and enjoyable taste profile.

Grown in the fertile soils of India, this barley imparts nuanced flavours and a rich, robust quality, contributing significantly to BeeYoung’s overall character. The result is a beer with a lighter and smoother mouth-feel. “This collaboration with Malteries Soufflet goes beyond sourcing ingredients – it is a partnership with a trusted name dedicated to maintaining the highest standards in the malting industry,” Abhinav states. BeeYoung’s commitment to providing a premium and enjoyable drinking experience aligns seamlessly with Malteries Soufflet’s dedication to quality and sustainability.

New Launches and Marketing

Kimaya Himalayan Beverages’ primary objective is to deliver craft beer products that offer exceptional value for consumers’ money. As such, its marketing strategies are geared towards educating consumers about the unique qualities of craft beer offerings compared to mainstream industry beers.

Additionally, the company strives to imbue its brand sentiment of being ‘more than fun’. This involves forging partnerships with influencers and collaborating with like-minded brands that share its vision of craftsmanship and enjoyment. Therefore, the company actively participates in events to create immersive experiences while showcasing its craft heritage.

As for new products, there are upcoming new varietals poised to launch in the coming months, solidifying BeeYoung’s position as the premier craft beer brand in India. “Additionally, an exciting development for the brand is the introduction of BeeYoung’s direct-to- consumer model, the ‘BeeYoung Brew Garden’, set to open in the southern part of Delhi,” Abhinav informs. This innovative initiative aims to revolutionise the craft beverages scene in the capital. The brew garden will feature a 10 HL capacity brew house and offer eight beers on tap consistently, making it the largest microbrewery setup in north India. Low- alcohol and no alcohol brands are also in the pipeline.

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