The world’s No. 1 craft beer brand by revenue and an independent trailblazer, Scotland-based BrewDog, has made a splash on Indian shores with the retail launch of three craft beers – one brewed especially for the country!
BrewDog, which has been rapidly expanding its presence globally and has now come to India, continues to pursue its commitment to putting passion, flavour and artisanal craftsmanship back into beer lover’s glasses.
Speaking on the foray into the Indian market, BrewDog co-founder James Watt said, “Our mission is to make other people as passionate about great craft beer as we are. India is an incredible beer market and we are super excited to finally join the growing craft beer community here.”
Siddharth Rastogi, Chief Executive Officer of BrewDog India said, “Indian beer consumers today are experimental and drinking for taste and an experience. We are bringing to India, a range of beer styles with our headliners. We are offering consumers a front-row seat to the craft beer revolution.”
Brand equity
The brand has already kicked off its retail launch with three variants – the Punk IPA, Wild Card Wheat and Lost Lager – in Maharashtra (Mumbai and Pune), and has expanded its distribution to Bengaluru, Chennai and Delhi.
BrewDog beers are now available in 330-ml bottles across retail and on-trade, with Punk IPA and Wild Card Wheat available on-tap as well, in select outlets.
Founded by James Watt and Martin Dickie in 2007, the brand has established itself as the epitome of the craft beer scene in Europe and has already opened four world class breweries, two Doghouse hotels and 100 outstanding craft beer bars globally.
BrewDog is part community-owned with its crowd-funding platform called Equity for Punks, making it the largest crowd-funded organisation in the world. The army of punk shareholders (1,35,000) has enabled the Scottish craft brewery to scale up without selling out.
In 2019 BrewDog was exporting its beers to 60 countries and was valued close to £ 2 billion, ranked 19th in the ‘Most Valuable Beer Brand’ category globally.
BrewDog is bringing to India, the first-ever fully chilled beer supply chain by investing in refrigerated shipping containers and cold storage warehouses. This will ensure that beer shipped from the UK is delivered fresh into the hands of Indian consumers.
Three variants
All of these will be available in premium liquor outlets in pint (300 ml) bottles at Rs 350 in Maharashtra, Rs 335 in Karnataka, Rs 330 in Chennai and Rs 200 in Delhi. For on-trade, BrewDog has 30-litre kegs as well.
The next phase of expansion in India will also include bringing in additional beer variants in bottles. Whether you are the uninitiated or a die-hard craft beer fan, BrewDog has got a pint for you!
Punk IPA: Europe’s No.1 craft beer revolution in a bottle, this is the one that started it all. Punk IPA is a light, golden classic that has been subverted with New World hops to create an explosion of flavour.
Bursts of caramel and tropical fruit with an all-out riot of grapefruit, pineapple and lychee, precede a spiky bitter finish. This scene-stealing flagship is a byword for the craft beer rebellion.
In BrewDog terms, it is ‘Spiky’, ‘Tropical’ and ‘Hoppy’. Ingredients: water and yeast along with malts (Extra Pale, Cara) and hops (Simcoe, Chinook, Ahtanum, Cascade, Nelson Sauvin, Amarillo).
Lost Lager: This one takes back the ground lost over decades by lager monoliths. This is a dry-hopped Pilsner made with classic German hops, giving vibrant citrus and stone-fruit notes. Built from Bavarian yeast, it has a crisp and clean taste. This is lager like it was, like it should be, like it will be.
In BrewDog terminology, Lost Lager is ‘Toast’, ‘Citrus’ and ‘Lime’. Ingredients: water and yeast along with malts (Pils, Carapils) and hops (Magnum, Spalter, Saphir).
Wild Card Wheat: Handcrafted especially for the Indian beer lover’s palate, this is BrewDog’s homage to the classic Bavarian icon, the Hefeweizen, with classic clove and banana aromas. At 5.6% ABV, this will be the strongest wheat brew in India.
Refreshingly crisp and easy going, it is a classic wheat beer. Ingredients: water and yeast along with malts (Pilsner, Wheat, Munich, Oats) and hops (Hallertauer Taurus, Spalter Select, Cascade).
BrewDog Facts
World’s No. 1 craft beer brand by revenue
Top craft beer bar operator: 100 bars in 2019
Ships & kegs craft beer in 60 countries
Largest crowd-funded brewery: 1,35,000 shareholders
Operates overseas breweries, beer hotels, craft distillery
101st taproom launched in Mumbai in March 2019
Opening 35 more beer bars in India by 2024
Brewing in India is scheduled for late 2020
