Due to the growing demand of craft beer, about half a dozen micro breweries are preparing to launch bottled beer brands soon. For now Craft beer is being prepared in Bengaluru only. Broadly, this market has seen a lot of growth due to the brand being produced by Heineken and AB InBev at large. Initially Craft Beer of these micro breweries will be launched at retail stores in markets like Goa, Bengaluru, Pune and Gururgram. Craft beer is originally made in small batches with the intent of consumption in Brew pubs.
In India, craft beer brands like Bira, White Owl and Simba are there in the market, whereas 170 micro breweries were opened in the country in the last decade. Ajay Nagarajan, co-founder of Brew Pub Windmills Craftworks located in Bengaluru, said that the Karnataka government does not allow Brew Pub to sell its own beer. We have permission to make 1000 liters of beer in a day. CH Nagarajan has said that he has bought Brewery with a production capacity of 2000 liters in Goa. He is about to start production of Craft beer cans. The company will sell its brand in the market like Mumbai, Pune, Goa and Hyderabad.
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One of the earliest brew pubs in Bangalore, Tight makes about 1,500 liters of craft beer per day. It is preparing to launch 4 variants of packaged beer and for this, production brewery in 4 acres is being established out side the city.The share of Craft beer in the beer market of the country is about 2 to 3 percent. However, it is becoming increasingly popular among the youth. Many young people now prefer craft beers instead of strong version sold by multinational companies because they believe it is more reliable, premium and of better flavor.
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Gaurav Sikka, officer of the Craft Brewers Association of India (CBAI) and MD of Arbor Brewing Company, said, “We got a good experience from brew pubs.” Sikka started this trend in Goa by launching three variants Cans of Craft beer in Goa a year ago. In the next quarter, they are going to launch two more variants and in the next 4 months they are preparing for entry into the Bengaluru market.
Although it is not easy to manufacture and sell craft beer on a large scale. In addition to licensing and distributing problems, Brew pubs face the challenges like infrastructure for cold chain, early expiry dates of these beer and much smaller budget than MNC’s in beer market.