Indian beer gets a mindful makeover

Beer is experiencing a thrilling reinvention—emerging from its traditional stronghold to embrace bold flavours, innovative packaging and sustainable production. From zero and low-ABV options to craft brews with unique ingredients, the industry is bubbling with creativity. Abhinav Jindal, Founder and CEO of Kimaya Himalayan Beverages LLP, sheds light on this exciting transformation and what the future holds.

The Indian beer scene is shifting gears as consumers increasingly favour quality over quantity. The demand for craft and premium beers is rising, with beer lovers exploring international-style brews and unique flavour profiles. While strong lagers continue to dominate due to their affordability and cultural preferences, the market is diversifying, creating space for both mainstream and craft brands to thrive. This evolution is pushing breweries to innovate in flavours, brewing techniques and eye-catching packaging to align with changing consumer demands.

While metro cities remain beer hotspots, Tier II and III cities are catching up fast. Younger demographics in these regions are embracing premium choices and craft experiences, making them crucial markets for beer brands looking to expand. As such, most beer manufacturers are tapping into these emerging markets, where disposable incomes and lifestyle aspirations are driving the demand for high-quality beer.

Riding The Trend

Kimaya Himalayan Beverages is one such company at the forefront of this shift. “We continuously explore new flavours and styles to attract modern consumers,” says Abhinav. Their brand, BeeYoung Beyond, exemplifies this approach—crafted with Belgian speciality malt for smoky malt tones and Doon Basmati rice for a velvety texture and a refreshing crispness.

“In terms of packaging, we take a distinct approach to stand out. With BeeYoung, a crafted strong beer, we broke traditional norms by opting for a bright yellow can, a colour never associated with strong beers, as black and red were conventionally used to signify strength. This helped us make a strong impact in retail coolers and chillers. Similarly, for BeeYoung Beyond, we went with a striking purple can with copper accents in a matte finish, giving it an ultra-premium feel that resonates with modern consumers,” Abhinav informs.

Sustainability is another important focus area for beer producers. Given that brewing is a waterintensive process, Kimaya Himalayan Beverages is adopting measures to minimise water consumption and reduce waste. While eco-friendly packaging and carbon footprint reduction are growing concerns globally, Indian consumers are still warming up to sustainability-driven choices. “However, as awareness increases, we aim to integrate more sustainable practices in our production and packaging processes,” shares Abhinav. 

Brewing Against Odds

Despite its promising growth, the Indian beer industry faces several roadblocks. High taxation, complex state policies, and distribution challenges make pricing and availability inconsistent across regions. While some states are introducing beerfriendly policies, high excise duties and distribution restrictions remain a significant hurdle. “Despite these challenges, we continue to expand our reach and navigate regulatory hurdles with strategic planning and operational efficiency,” Abhinav states.

Another major concern is the fluctuation in raw material prices, especially for barley, hops, and packaging materials. “The global supply chain disruptions and inflationary pressures impact production costs, but we mitigate these challenges through strategic sourcing and strong supplier relationships. Additionally, by continuously optimising our brewing techniques and supply chain, we ensure that our quality remains uncompromised while maintaining cost efficiency,” Abhinav says.

Beyond Borders

The acceptance of beer is growing across India, and Kimaya is tapping into emerging markets, both regionally and internationally. Currently available in five northern states—Delhi, Uttarakhand, Uttar Pradesh, Punjab, and Chandigarh—BeeYoung is rapidly expanding its reach. “The Tier II and III cities in India are proving to be pivotal in beer consumption growth, and as we grow, we are also evaluating opportunities for international expansion, especially in markets where Indian craft beers have strong potential,” Avinash reveals.

In this landscape, marketing plays a crucial role in how a beer producer connects with consumers. The brand caters to both mainstream and premium consumers, striking a balance between affordability and quality. “Our approach involves a mix of experiential marketing, digital activations and collaborations to build deeper engagement,” Avinash states. Events like The Grub Fest, bar takeovers and brewery experiences at BeeYoung Brew Garden boost brand recall, while social media and influencer partnerships deepen consumer engagement.

Abhinav believes that while regulatory barriers, high export duties, and the dominance of established international beer brands pose challenges for Indian beers in the global market, the ongoing craft beer revolution presents a unique opportunity for Indian brewers to establish their own niche on the international stage.