Indians like to have a swig of premium beer
beer category by nearly three times in FY24, companies' reports and excise data showed. According to available data, premium beers (on average, beers priced above Rs 125 per pint) grew 25-30% by volume in FY24, compared to 8-10% growth of the overall beer category.
At Bira91's recently opened Taproom pubs in Ludhiana, flavoured premium beers such as Citrus Wheat, IPA and Stouts are outselling stronger and regular lagers by about three times.
«What is interesting to note is that there's this stereotype that people in Punjab drink strong beers. But this busts that stereotype — consumers there are actually drinking beers that are flavourful and milder,» said Ankur Jain, chief executive of B9 Beverages, which sells Bira91.
Typically, wheat beers are priced 20-30% higher than most premium lagers.
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B9 Beverages, in which private equity fund Tiger Pacific Capital invested $25 million for a close to 4% stake this March, is setting up more Taprooms with similar products in Mohali, Andhra Pradesh and Madhya Pradesh, Jain said.
United Breweries (UBL) reported 21% volume growth for its premium portfolio led by its Kingfisher Ultra and Ultra Max variants, though its overall volumes grew 10.9% in Q4 of FY24, driven mainly by the business in South and East. To keep up with the trend of flavours and premiumisation, the Heineken-owned UBL introduced Queenfisher beer in India this March, a premium lager aimed at an increasing number of women
