In Bengaluru, consumption of beer is increasing rapidly, the reason is variety. There are numerous brands of foreign beer available in pubs and bars. Shamim Haider, who works in an IT firm, knows which beer to order when he visits famous pub Toit. He is fond of beer that is made from Belgian wheat. He became the admirer of this beer since he first tasted it. Shamim says, he likes to drink light beer, beverages made from Belgium’s wheat suits him, it is not bitter. Shamim Haider is one of the young people of this generation who likes to drink light beer instead of strong beer, which is called Lager beer.
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Beer made from Belgium and German wheat have become the best-selling brands in pubs across India. People are preferring it because of its lightness and taste. Its fruity flavors are hit among beer drinkers. Naveen Mittal, who runs a microbrewery company named Gateway Brewing in Mumbai, points out that people in Mumbai and Pune like this beer in the Craft Beer segment.
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Cloves and banana flavors are also present in the beer made from German wheat. Apart from this, yeast flavors is also there. Similarly, there are two flavors in the beer prepared from the Belgium’s wheat, orange and coriander. These flavors very well suit the Indians. Beer made from German white wheat ‘2011’ is very popular among the people.
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The beer industry is mainly divided between the two brands Lager and Ale. Lagers are fermented in between 8 to 10 degrees Celsius, while Ale is being fermented in between 18 to 20 degrees Celsius. The founder of the Toit, Sibi Venkataraju, points out that due to the presence of yeast the beer made from wheat gives fruity taste. It is a lighter in taste that makes it perfect for consumption. Jawed Murad, founder of White Owl Brewery, says that the beer made from wheat is consumed most in India. The rest is Ale and Stout. In Goa and Bengaluru this ratio is 60 and 40 respectively. People from the industry say that inspired by the way Indians are promoting the consumption of light lager beer, a beer company from Spain has also launched their wheat beer into the Indian market. This company has been operating its business in the country for the last six years.