Beer evolving beyond the basics

Once dominated by massproduced lagers, India’s beer market is evolving rapidly. Consumers now crave unique flavours, premium experiences, and craft-style brews. Driven by changing demographics, rising disposable incomes, and shifting attitudes toward alcohol, beer is no longer just a beverage—it’s a lifestyle choice, says Sachin Abrol, Co-Founder and CEO - Prisco Potion Pvt. Ltd.

The Indian beer market is projected to reach ₹62,240 crore by 2028, growing at a CAGR of 8.1 percent from 2023 to 2028. This growth is propelled by a rising demand for premium, craft and low-alcohol beers, as well as evolving social habits and a newfound willingness among consumers to experiment with new styles and flavours.

Sachin opines that tier II and III cities are playing an essential role in driving consumption, as more people embrace socialising in bars, pubs and restaurants. This shift is fuelling the rise of the on-trade segment, where beer is enjoyed in dining and entertainment spaces rather than just being purchased at retail stores.

Amidst this evolving landscape, Prisco Potion has emerged as a brand driven by the philosophy of celebration and spontaneity. Founded with the vision of redefining beer culture in India, Prisco Potion brings a sense of festivity to every sip.

Celebration With Macarena

At the heart of Prisco Potion’s vision is Macarena, a beer that embodies the philosophy of turning every moment into a fiesta. With a playful spirit and a vibrant personality, Macarena transforms an ordinary sip into a lively celebration. The image of a toucan wearing a sombrero, joyfully sipping on a can of Macarena, captures the essence of a carefree and adventurous lifestyle.

“Whether you are surrounded by friends or relishing a moment of solitude, Macarena ensures the party never stops,” says Sachin. “With a bright blue disco ball spinning in sync with the rhythm of a vinyl record, the atmosphere is set— where retro charm meets carefree adventure. So, crack open a can, sip the celebration, and let the fiesta begin!”

Available in Delhi at retail outlets, premium hotels and clubs like IBIS, Lemon Tree, Vasant Vihar Club, Bhalswa Golf Course Club, Press Club and Dolche, Macarena is set to expand its footprint into Rajasthan, Haryana, Punjab and Chandigarh.

Portfolio Of Bold Brews

Beyond Macarena, Prisco Potion offers an exciting range of beers tailored to different tastes. Among them is Crossbones Super Strong Premium Beer crafted for those who dare to live on the edge, chase the thrill, and create unforgettable nights. The bold brew exudes rebellion, adventure, and fearless indulgence. “With an intensity that demands attention, Crossbones surges through your veins like a raging sea storm. One sip, and there’s no turning back,” Sachin claims.

Another brand is the Fingerprint beer that evokes the spirit of the Himalayas. It is crafted for those who refuse to settle for the ordinary. Each sip is a tribute to resilience, adventure, and the unyielding spirit of the wild.

Led By Innovation

Prisco Potion has been innovating to attract modern consumers and respond to emerging trends. “We are expanding our beer portfolio with diverse styles, unique flavours and collaborations. Sustainable packaging, craft-inspired designs and convenient formats are also being introduced,” Sachin informs.

The company recognises that the beverage landscape is evolving, with two distinct trends emerging. On the one hand, the zero and low-ABV beer trend is gaining momentum, driven by health-conscious consumers seeking lower-calorie and lower-ABV options. On the other hand, craft beer enthusiasts continue to drive demand for strong and premium beers, seeking unique flavours and high-quality ingredients.

Challenges On Tap

While opportunities abound, beer manufacturers in India face several challenges, including varying taxation policies across states. While some states impose high taxes and restrictive policies that limit beer sales, and consumption others, like Goa, Maharashtra and Delhi, offer more favourable regulations like relaxed licencing laws, lower taxes and simplified distribution regulations. Distribution is also a challenge due to beer’s perishable nature and high transportation costs.

“By understanding these challenges and opportunities, beer manufacturers can navigate the Indian market more effectively and capitalise on favourable state policies,” Sachin says.

Raw material costs are another major concern. The prices of key ingredients like barley and hops fluctuate, impacting production costs, supply chains and beer quality. Breweries are addressing this by diversifying suppliers, negotiating long-term contracts, and investing in local sourcing.

“Technological innovations, such as precision agriculture, digital supply chain management and predictive analytics, also help the companies navigate raw material price fluctuations. By leveraging these strategies and technologies, we can minimise the impact of price volatility, ensure consistent beer quality, and maintain profitability,” Sachin points out.

Brewing The Future

As a new entrant, Prisco Potion is still in its early stages, focusing on building a strong presence in the competitive beer industry. It is set to expand its footprint with entry into five new markets, including Punjab, Uttar Pradesh, Chandigarh, Rajasthan and Haryana, besides tapping into some international markets.

“With just six months in the market, we are committed to growth and will provide a comprehensive market share update by the end of the financial year 2025- 26 after a full year of operations. For now, we raise a toast to adventure, celebration and bold spirits that make every moment unforgettable,” Sachin exclaims.

Given the potential for growth, Prisco Potion has been collaborating with social media influencers and beer enthusiasts to promote its products. “We encourage consumers to share their experiences and photos with our products. We use immersive storytelling techniques to engage consumers and share brand history and we host virtual beer tastings, brewery tours, and workshops to connect with the consumers,” Sachin shares. Such activations also include hosting beer and food pairing events to educate consumers about the products. The company also offers guided tours to give consumers a behind-the-scenes look at its brewing process.

Sachin has high hopes for the Indian beers which despite being burdened with high taxation and logistical challenge can elevate their global presence by focusing on quality, premiumisation and stronger branding.