Rooting for craft beer

The beer market is in the throes of a big change. Taking a long walk away is the traditional demand for mass-market lagers giving way to craft beers with exotic flavours and lower alcohol content. This shift, largely driven by younger consumers, is prompting producers to explore new avenues. Rohan Ratan Khare, Founder, Sinq Beverage Pvt. Ltd., gives a peep into these evolving trends.

The Indian beer market is undergoing a significant transformation, shaped by changing consumer preferences, increasing demand for premium and craft beers and evolving lifestyle trends. While strong lagers and mass-market brands continue to dominate India—the world’s third-largest beer market—consumer interest in premium, craft and flavoured beers is steadily growing, particularly in urban areas.

Also, while metropolitan cities have traditionally been key markets, Tier II and III cities are now emerging as important growth drivers. So, while the good news is that the beer industry in India is growing rapidly, on the flip side of the coin is the story about how it faces several challenges that hinder its growth and innovation. These challenges are primarily related to taxation, state policies and distribution constraints. Every state has a different taxation policy. Those engaged in the beer industry state that while Karnataka, Goa, Sikkim and Maharashtra have better liquor policies, others are not up to the desired mark.

Cruising With The Trend

Recognising these evolving preferences, one of the companies that have upscaled its strategy to match the trend is Sinq Beverage Pvt. Ltd. The company, known for its Bad Monkey beer brand, offers two variants—Bad Monkey Wild and Bad Monkey Tamed. “We have already set the foundation for catering to diverse consumer tastes and are planning to further innovate with new variants that will have a unique flavour profile as well as seasonal and limited editions,” says Rohan.

Currently available in eight Indian states, Bad Monkey is expanding its domestic footprint while also exploring international markets. The brand has begun exporting to Australia, New Zealand and the Middle East. “These regions are increasingly interested in premium and craft beer, making them ideal markets for growth,” Rohan notes.

Growth Strategies

In today’s dynamic market, engaging consumers requires creativity and adaptability. “For Bad Monkey beer, we are leveraging innovative marketing strategies and digital campaigns to build strong, lasting relationships with our audience. These include social media campaigns, influencer marketing and collaborative events,” Rohan informs.

While Indian beer brands have performed well domestically, they have yet to gain the international recognition achieved by Indian single malt whiskies. To address this, Bad Monkey aims to reshape perceptions and enhance brand positioning in global markets. Overcoming export and distribution barriers, focusing on premium craft beer and aligning with global taste preferences are key priorities.

As Rohan emphasises, India’s beer industry holds vast potential, but success hinges on creating a distinct brand identity with bold, experimental flavours. Additionally, greater collaboration between beer producers and state governments is necessary to resolve taxation and regulatory challenges.

Green Initiatives

As sustainability becomes increasingly important to consumers, the Bad Monkey brand has embraced eco-friendly initiatives. It utilises pure Himalayan water, recycles and reuses it, and prioritises sustainable practices. Other initiatives include using lightweight packaging, opting for organic ingredients, implementing waste-to-energy solutions and supporting local farmers and workers.

Raw Material Volatility

Fluctuating raw material prices pose a significant challenge for the beer industry worldwide, and India is no exception. Essential ingredients such as barley, hops, yeast and water are subject to price volatility due to factors like climate conditions, global demand and supply chain disruptions. For a premium beer brand like Bad Monkey, these fluctuations directly impact production costs and pricing. To mitigate these risks, the company has implemented strategies such as securing long-term supplier contracts, maintaining buffer stock and purchasing in bulk.