Abounding microbreweries raise toast to craft beer

Life’s never been this easy for beer lovers in the country. Consider this. Beers brewed from wheat grown in Punjab, beers with a fruity feel, beers carrying a citrusy tinge and gluten-free beers. And brewed right in front of you! The market is brewing phenomenally, thanks to the spurt in microbreweries that are bringing out a variety of (craft) beers.

High on design, spread across thousands of square feet and surrounded by large, green, open spaces with intricate landscaping and stunning facades, microbreweries are positioning themselves as spaces to relax and observe beer being brewed fresh. Guests can regale themselves by getting clear views of the brewing vats, alongside fancy views of the rest of the space, say experts.

Says Brewer Umang Nair from La Casa Brewery, “Microbreweries have their own charm. Watching beer getting brewed and served fresh without any external factors affecting it is an incredible experience.”

Says Rekhansh Karamchandani, owner of XOOX Brewmill, “We aim to change trends by continuously offering unique beer styles paired with an international menu. We plan on introducing about six to eight varieties of craft beers to be made available on tap.”

The “exotic’’ varieties of craft beers that microbreweries dole out include cryo citra wit, produced through a cryogenic process to extract flavour from citra hops, a flower variety, says Martin Bernard, Mater Brewer, Byg Brewski Brewing Company. “There are beers that carry German origins and have a strong smokey profile, Belgian origin beers with a 300 year old legacy and a tinge of plum,” adds Bernard.

According to Nair, beers that carry low bitterness, India Pale Ale (IPA), malty beers like Amber Ale and beers made using spices are becoming popular with the well-travelled drinkers. “We believe in trying to cater to a spectrum of beer styles for today’s consumers.”

The beer segment, like the rest of the alcoholic market segment, has been ridden with conservative attitudes, regulations and taxations. The per capita consumption in India at 4.6 litre annually is low, compared to the Asian average of 57 litre, according to BMI Research.

However, experts feel the culture for craft beer, whose flavours are derived from traditional ingredients, is gradually evolving with the coming of age of microbreweries. The All India Brewers Association predicts craft beer sales to grow at a healthy 20% year on year; something that has caught the attention of a brand like United Breweries, which is set to bring its own craft beer by 2018.

According to Pravesh Pandey, director of Operations, Byg Brewski, with a youth-driven economy, there is a growing willingness to pay a premium for better lifestyles. “And microbreweries offer the right product and experience for this demand. Growing awareness has led consumers to pay even up to Rs 250 for craft beer as opposed to bottled beer.” 

“So this is a product-led business, wherein flexibility and innovation in recipes and techniques take centerstage. It is about proposing a unique value,’’ says Pandey, adding that they use PLC-based control system framework for fermentation. “Gas is an ingredient in beer. We also use a nitrogen generator which offers a creamy element to the beer, giving it a different profile,” says Pandey.

La Casa has introduced a beer bank, says Nair. “A loyalty programme where guests can pre-book litres of beer ranging from 20-80 litre at discounted prices.”

GOOD OL’ ALE

• Malty beers like Amber Ale and beers made using spices are becoming popular with the well-travelled drinkers
   
• Cryo citra wit is  produced through a cryogenic process to extract flavour from citra hops, a flower variety
   
• Microbreweries are positioning themselves as spaces to relax and observe beer being brewed fresh 
   
• Guests can regale themselves by getting clear views of the brewing vats