Is craft beer the spirit of the young and experimental? Apparently so. In the last decade, the Indian beer market has seen the entry of several craft beer brands, from Bira to Simba and BeeYoung. According to a 2023 study by market research firm Imarc Group, the India craft beer market size is projected to exhibit a growth rate (CAGR) of 24.41% during 2024-2032.
In a conversation with THE WEEK, Abhinav Jindal, CEO and founder of Kimaya Himalayan Beverages which owns BeeYoung, a strong craft beer, says that customers with good disposable income and exposure demand good and newer experiences. Strong beers are largely in demand and the new generation wants a nuanced experience in terms of aromas, texture, flavours and therefore, there’s massive room for craft beers in India.
He says that all commercial beers largely taste similar in the country while with craft beers, one can distinguish between the aromas and the texture. “One can feel the difference between American wheat, Belgian wheat and German wheat beers.”
The brand recently opened its first brewpub in Delhi’s Panchshila Park, which houses the largest craft brewery in the north. In order to appeal to the masses, their craft beers have been designed to be affordable and accessible, that one can make a part of their daily lives. Craft beers are generally considered to be on the lighter side, however, this largely is a misconception. The idea is that balance and the sanctity of the method of production are more important considerations than the final alcohol percentage in the product.
While the southern part of the country is comparatively richer when it comes to the presence of microbreweries like Arbor Brewing Co and so on, the northern part of the country is catching up. BeeYoung currently sells exclusively in the north (Delhi, Uttar Pradesh, Uttarakhand, Punjab and Chandigarh), and plans to expand to Gurugram, Lucknow and Jaipur.
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“At our Brewgarden facility, craft beers are produced in small batch formats using ingredients that are a hallmark of the country, blending into global aroma and flavours and presenting for consumption.” According to him, a variety in homegrown brands of craft beers will determine how beers will be consumed going forward.