Beer lovers are changing the game

With younger beer consumers shifting from traditional brews to experimental and flavoured varieties, including low and zeroABV options, the beer segment has undergone a remarkable transformation. This shift has opened the doors for innovation and creativity. Ishwaraj Singh Bhatia, Co-Founder and COO of Simba Beer and ZigZag Vodka, Sona Beverages Pvt. Ltd., sheds light on the impact of this change.

The Indian beer landscape is evolving rapidly, driven by premiumisation, consumer experimentation and global exposure. While strong lagers remain dominant, there is an increasing interest in craft beers, wheat beers and flavoured lagers as consumers seek variety and quality. Premiumisation is expanding the category rather than disrupting it, providing traditional beer drinkers with more choices while craft brands cater to those who appreciate nuanced flavours and artisanal quality.

“While the global rise of zero and low-ABV beers is an interesting trend, the Indian market continues to show a strong preference for full bodied, higher-ABV brews. We view this as an evolving category that complements rather than competes with traditional lagers,” comments Ishwaraj. As preferences evolve, beer producers are closely monitoring this space and remain open to introducing products that align with their commitment to quality and craftsmanship.

The Simba Portfolio

One such beer brand that has been committed to quality and craftsmanship is Simba. It is one of India’s pioneering craft beer brands, committed to delivering high-quality brews with bold flavours. Currently available across 16 states and cities in India, the brand is focused on expanding its distribution. 

At the heart of Simba’s portfolio is a diverse selection of craft beers, each designed to cater to distinct palates. Simba Stout, India’s first bottled craft stout, boasts a rich, dark malt profile with hints of coffee and chocolate. Simba Strong delivers a fullbodied experience, balancing bitterness with malt sweetness. Simba Wit, a refreshing Belgian-style wheat beer, offers zesty notes of orange peel and coriander, while Simba Light provides a crisp, easydrinking lager perfect for any occasion.

Innovation is central to Simba Beer’s philosophy. “We are constantly exploring new flavours and styles to ensure our brews resonate with evolving consumer preferences while staying true to our craft. Our bold and vibrant packaging reflects our brand’s distinct personality, making Simba instantly recognisable on the shelves,” says Ishwaraj.

A prime example of this innovative spirit is the recent launch of Simba Garage Los Pablos Mexican Lager, a limited-edition small-batch brew crafted in collaboration with Rolling Mills Brewery. This Mexicanstyle lager features bright tropical fruit notes with a subtle hint of corn tortillas, creating a unique and refreshing profile. Inspired by the high-energy world of Lucha Libre, the packaging showcases bold masked wrestler graphics in a retro colour palette, embodying the rebellious and adventurous essence of the beer. “Simba Garage is an initiative we wish to go long on. We want to create a space for genuine collaboration in the industry that leads to innovative products,” Ishwaraj states.

Beyond great beer, sustainability is a key priority for Simba Beer. The company has implemented several initiatives to minimise its environmental impact, including water conservation through optimised brewing processes, eco-friendly packaging using recyclable materials and lightweight glass bottles, and responsible ingredient sourcing to reduce its carbon footprint. “While consumer awareness around sustainability is still growing in India, eco-conscious choices are becoming a differentiator, especially among the younger demographics. We believe sustainability will play an increasingly important role in purchasing decisions,” Ishwaraj notes.

Whither Global Recognition?

Indian beers have been present in the global market for some time but have yet to gain recognition comparable to Indian single malts. Factors such as high import duties, complex regulations and competition from established global brands have contributed to this. Unlike whisky, which benefits from India’s strong heritage in aged malts, beer faces logistical challenges in large-scale exports.

However, this perception is changing. With the rise of craft brewing and global interest in diverse beer styles, brands like Simba are paving the way for Indian craft beer to make its mark internationally through quality, innovation and bold branding.

Cheers & Challenges

India’s beer market is experiencing a steady growth, driven by rising disposable incomes, urbanisation and changing social norms. While metro cities continue to be strongholds, Tier II and III cities are emerging as key growth drivers, with young consumers increasingly embracing premium and craft beer options. 

“Simba Beer is expanding its presence across new Indian regions as well as select international markets where craft beer culture is growing. Our expansion strategy focuses on cities with a demand for premium, homegrown craft beers,” elaborates Ishwaraj.

However, the Indian beer industry faces several challenges too. Beer is taxed disproportionately higher than spirits and complex licensing laws, coupled with varying state excise policies, create regulatory hurdles. High import duties further restrict market expansion, while fluctuations in raw material prices—especially for barley, hops and packaging materials—pose additional challenges due to supply chain disruptions and inflation.

Elevated Engagement

The management at Simba Beer employs a holistic marketing strategy, ensuring visibility both online and offline. “Our approach is a dynamic mix of digitalfirst campaigns, experiential activations and influencer collaborations, allowing us to forge meaningful connections with modern consumers. At the core of our strategy is a community-first approach, where we engage with audiences in authentic and culturally relevant ways,” Ishwaraj informs.

Key initiatives include Simba Uproar 2025 and Simba Garage. Simba Uproar 2025 was its most experiential edition yet, featuring FMX (freestyle motocross) stunts, highenergy performances and multi-sensory brand engagements, creating an electrifying atmosphere that immersed fans in Simba’s bold spirit. “Each year, we aim to push the envelope further, bringing bigger, more unexpected experiences that celebrate individuality and self-expression,” Ishwaraj elaborates. 

Simba Garage is a creative platform blending craftsmanship and culture through unique collaborations, limited-edition brews and immersive storytelling. This initiative enables the brand to experiment, innovate and engage consumers in new and exciting ways. Moreover, Simba actively participates in music festivals, nightlife events and cultural pop-ups to create high-energy brand experiences. “As a beer brand, driving trials is crucial, and these activations ensure our product remains the ultimate hero,” Ishwaraj states.

Additionally, the brand is investing in in-house content creation, providing greater control over quality and storytelling. Digital narratives are designed to entertain, engage and build an authentic connection with the audience. Strategic partnerships also play a vital role. “Collaborating with trendsetters, cultural icons and influential voices, we reinforce our brand’s relevance in contemporary culture, ensuring that Simba Beer is always part of the conversation,” Ishwaraj informs. Simba Uproar continues to grow as a movement celebrating individuality, while Simba Garage brings together craftsmanship and creativity in unexpected ways.