Brewers Association of India constituted

The Brewers Association of India (BAI), initiated by United Breweries, AB-InBev, and Carlsberg, represents a unified effort to advance India's beer industry. Headed by Vinod Giri and supported by the World Brewing Alliance, BAI seeks to improve industry standards, promote moderate drinking, and drive economic growth through responsible brewing practices.

By Spiritz Desk
New Update
Brewers Association of India constituted

United Breweries, AB-InBev and Carlsberg have jointly announced the launch of Brewers Association of India (‘BAI’), a new industry body focused on growing the beer category in India, and driving innovation, moderation, and sustainability in the Indian beer market. Headquartered in Delhi, BAI is to be headed by Vinod Giri, who will assume office on 1st June 2024.

BAI is being established in partnership with the World Brewing Alliance (WBA), the global industry body consisting of brewers and brewing trade associations from Australia, Canada, the UK, the USA, Europe, Japan, Korea, Latin America, Brazil, New Zealand, Nigeria and now India. The goal of WBA is to exchange knowledge and best practices among brewers and other stakeholders. It is the global, unified voice of the industry to various audiences and stakeholders.

The setting up of Brewers Association of India marks a significant milestone in India’s beer sector. Through this, the world’s best-known beer companies intend to pool in their expertise, resources and passion for brewing to enhance overall experience for consumers and drive the role of low-alcohol beverages in advocating moderate drinking habits.

Commenting on the launch of BAI, Justin Kissinger, President and CEO of the World Brewing Alliance, said, “Brewers Association of India will be a vital part of promoting moderate drinking, promoting our industry, and promoting a product that is enjoyed by all across the country. I have no doubt that the Brewers Association of India will ignite a new era of excellence and innovation in India’s beer industry.”

Vinod Giri

Speaking on his new role, Vinod Giri, the Director General of the Brewers Association of India, said, “I have spent over a decade with the beer industry in India and abroad, so it is homecoming for me. Governments all over the world actively shape regulatory policies to guide consumers toward low-alcohol beverages such as beer. BAI is a great platform to align India with the international consensus of moderate and responsible drinking and I am very excited to be part of this journey.”

Speaking on the launch of the association, Kartikeya Sharma, President – AB InBev India, said, “The Brewers Association of India is a testament to our shared commitment to elevate India’s beer industry. There are many barriers to the growth of India’s beer category, including inequitable taxation, accessibility, and the ease of doing business. We will continue to advocate to unlock a new era for the beer category. This launch reflects our confidence in the potential of the Indian beer industry and our dedication to driving its growth. The Brewers Association of India is poised to chart the course for beer to emerge as a driving economic force in our country, reconnecting it to its agricultural origins within the communities where it is both brewed and sold.”

The new association is set to be the unified voice of the Indian beer industry as AB-InBev, Carlsberg and United Breweries, together account for around 85 percent of the beer sales in India. These companies also have significant investments in India with Carlsberg operating seven breweries, United Breweries operating 19 breweries and AB-InBev India operating 10 breweries across India. Together, these companies employ over 7000 people directly and indirectly in India. The association will also be open to other brewers, Indian and international, who share the belief in growing Indian beer industry responsibly.

Sharing his views, Nilesh Patel, MD, Carlsberg India, said, “Through the Brewers Association of India, the industry expects to bring best global practices and further strengthen the sector. Global brewers of beer are committed to provide consumers in India with international quality brews, bring economic value to the states and support the states by embracing lasting environmentally- friendly business practices. Carlsberg India is looking forward to work with Brewers Association of India to brew for a better tomorrow.”Vivek Gupta, Managing Director and CEO of United Breweries Limited said, “The Brewers Association of India signifies our joint dedication to accelerate the category growth of the beer industry in India. We will focus on making beer more affordable, accessible, and available nationwide. Together, the beer industry can help shape policies promoting responsible choices for consumers around moderate alcohol beverages, a robust taxation and regulatory framework and promoting investments for socio-economic benefits. We look forward to collaborate with governments and other stakeholders.”