The Beer Cheer

As ale enthusiasts get high on masala chai beer, brewers find their mojo in bolder flavours and newer production techniques to ride the mighty second wave of craftbeer in the country

- Joanna Lobo

The Indian craft beer story isn’t new. Martin Judds Micro Breweries in Maharashtra, the oldest in the country, started selling a premium lager called Knights in October 2007. In 2008, the first brew pub opened in Gurgaon’s cricket-themed bar Howzzat. By 2009, Doolally had opened its doors to the public.

Almost a decade later, though, craft beer has finally come into its own. Research by Business Monitor International (BMI) has forecast beer sales to grow by an average of 6.9 per cent annually between 2018 and 2022, reaching 6.5 billion litres from 4.7 billion in 2017. The growth is riding on the back of changing cultural attitudes, a young, increasingly affluent population, and rapidly emerging demand for premium and craft beers. Over the last five years, the number of microbreweries in India has jumped from 20 to 120, says the Craft Brewers Association of India. Another report (by Niir Project Consultancy Services) says India’s craft beer market may grow from Rs280 crore to Rs4,400 crore by 2020. “As more customers tried it for the first time, they found a liking, the market grew, more players entered, and craft beer became more accessible,” says Oliver Schauf, CoFounder and brew master, Doolally.

Today, craft beer can be found on tap at your nearest brewpub, microbrewery, restaurants, at music festivals, beer festivals and as bottled or canned versions in liquor stores. This growth can be attributed to an evolution in customers and companies. “The customer, average Indian beer drinker, is curious, more open and interested in understanding craft beer, brewing and the nuances of the craft,” adds Schauf.

Microbreweries are only too happy to feed this growing interest and demand.

Emerging markets