Why Kati Patang is pivoting to premium beers and spirits
Kati Patang Lifestyle, the maker of Saffron Lager and Bareilly Bold, is sharpening its focus on premium beers and preparing to enter the spirits business.
Co-founder, Shantanu Upadhyay, speaking to Mint exclusively, said it is in advanced discussions to acquire a controlling stake in premium spirits brands and distribution networks, which could expand its addressable market from roughly $1-10 billion while improving margins.The company is also scaling up its UK presence as the BSE-listed brewer seeks to reposition itself as a lifestyle-led alcoholic beverage platform rather than a niche craft label. Kati Patang is also planning a real estate project under its name, which will house some hospitality projects.The decade-old New Delhi-based company, which listed last year through a share-swap with VirtualSoft Systems Ltd, has increased its stake in CHADKP Holdings Ltd, owner of Chadlington Brewery and The Tite Inn in Oxford, from 23% to 51%, gaining majority control within a year of its initial £300,000, or about ₹3.67 crore, investment.The company is also in advanced talks to enter the spirits business, given that a large share of alcohol consumption in India is in brown spirits such as whisky.
“We have witnessed strong momentum toward drinking less but drinking better, which is a clear indicator of premiumisation. This shift directly plays into how we position Kati Patang,” Upadhyay said.He added that the long-term plan is to build Kati Patang as a platform that incubates and scales premium alco-beverage brands, rather than operate as a single-label craft beer company.
Read on livemint.com