Redefining Indian beer with quality & innovation

There is no denying the fact that the consumption of beer in India is on an upswing. However, it is not the traditional guzzling scenario any more. Rather, drinking beer has taken on a refined aspect with young consumers looking for different variants that also include zero and low-alcohol content. Atul Kumar Singh, Co-Founder and Director, Onkara Beverages and Hospitality Pvt. Ltd., emphasises the need for producers to adapt their products and marketing strategies to align with these changing preferences.

India’s beer market is undergoing a transformation as consumers are increasingly seeking premium drinking experiences. The producers’ mission is, therefore, to challenge the traditional perception that strong beers are inherently cheap by offering exceptionally smooth, high-quality brews that cater to sophisticated tastes. By focusing on product excellence and innovation, they aim to redefine the beer-drinking experience in India and foster a growing appreciation for premium offerings.

The potential for growth is particularly evident in Tier II and III cities, where urbanisation and rising disposable incomes are cultivating a new beer culture. These regions are witnessing a shift toward diverse alcoholic beverages, including premium and craft beers. By targeting these emerging markets, producers aim to cater to evolving consumer preferences and establish a stronger presence across India.

That certainly seems to be the case with Lone Wolf by Onkara Beverages and Hospitality Pvt. Ltd. Currently available in Delhi, Chandigarh, Goa and Rajasthan with Kerala in the pipeline, the brand is present in more than 700 retail outlets across these states, and listed in many star-category hotels and clubs, thus enabling accessibility for its consumers.

“As a premium beer brand, Lone Wolf aims to and will continue to deliver a refined drinking experience at a competitive price. With a 4 percent market share in Delhi, the brand is steadily gaining traction and expanding its presence,” says Atul.

A Diverse Portfolio

To cater to varied consumer tastes, Onkara Beverages offers an impressive range of premium beers, each crafted with precision and an unwavering commitment to quality. These include Alpha, a Belgian wit that is a refreshing blend of malted and unmalted grains with citrus and coriander notes; Maverick, a blonde lager made with 100 percent malt lager, giving a deep-gold hue, crisp body and earthy aroma; Wild Lager, a bold yet smooth strong lager with low bitterness and a straw-gold hue, and Strong Lager, a crisp lager with low bitterness for a smooth finish.

“All of our latest launches – Wild, Alpha and Maverick – are sugar-free and comprise low additives and enzymes. We aim to not just deliver good taste but also a high-quality brew,” Atul explains.

Each product offers something unique. While Alpha has a lighter body compared to other wheat beers, Maverick is a low-alcohol lager with a distinctive aroma. “To enhance convenience and preserve the flavour, we have introduced premium matte-finished cans for these variants,” Atul adds.

Recognising the growing importance of sustainability among consumers, the management at Lone Wolf has integrated this quotient in their brand by offering its products in recyclable aluminium cans. “While many Indian consumers acknowledge the importance of eco-friendly packaging, there remains a gap between their environmental concerns and purchasing behaviours, often due to factors like convenience and affordability,” Atul observes.

Beer Battles

India’s beer industry struggles with high taxation, regulatory inconsistencies, and distribution challenges. Excessive excise duties inflate prices, restricting market growth, while diverse state policies complicate operations; for instance, Tamil Nadu and Kerala have government-controlled markets, whereas Goa and Maharashtra follow open systems. Despite relief, from some states such as Uttar Pradesh reducing excise duty, inconsistent policies hinder sustainable growth.

Raw material price fluctuations, driven by geopolitical tensions and supply chain uncertainties, further impact costs. The industry counters this by maintaining buffer stocks and securing longterm vendor contracts, adding financial strain. Pricing remains crucial, as frequent changes risk eroding customer loyalty.

“In such conditions, we have to create large buffer stocks and get into long-term contracts with the vendors. Of course, this does not come without further burden on the balance-sheet,” Atul explains. In fact, pricing plays an important role in the marketing of beer and fluctuations can erode customer loyalty to the brand.

Brand Visibility

When it comes to selling beer, its popularity is directly linked to the visibility it enjoys in the market. Lone Wolf, for instance, employs a multifaceted marketing strategy to authentically connect with its consumers and foster a community. “The brand’s ‘Unfollow’ social media campaign embodies this spirit by encouraging individuals to break free from societal norms and carve their own paths. This initiative has cultivated a vibrant digital community, reflecting our commitment to celebrating those who dare to be different,” Atul informs.

Beyond digital engagement, Lone Wolf actively participates in cultural events and festivals to immerse consumers in unique experiences. For instance, it collaborated with the HT City Unwind in March 2024 and was a pouring partner for the Serendipity Arts Festival in Panjim, Goa in December 2024. Additionally, its ‘Alfaz’ initiative showcases live performances and storytelling in heritage settings, uniting people through culture, music, art and a shared love for exceptional beer. The brand also prioritises user-generated content (UGC), encouraging the community to share their unique Lone Wolf experiences.

“Complementing these efforts, we have introduced an exclusive merchandise collection, enabling consumers to embody the Lone Wolf spirit beyond the pour. This collection features bold apparel and accessories that promote individuality and fearless self-expression,” Atul elaborates.

Atul says Indian beers have long been in global markets but lack the recognition of Indian single malts. Complex regulations, high taxes, and weak brand identity have hindered expansion. Lone Wolf sees this as an opportunity to innovate, crafting smooth beers that challenge norms while building a community that celebrates individuality, aiming to elevate Indian brewing globally.