It is Friday and also International Beer Day. In the usual (no-pandemic) scenario, most of us would have enjoyed this day with friends and family in a bar or lounge with unlimited beer servings. Since that is not possible or rather risky this time, we thought of celebrating the world’s most popular alcoholic drink with insights on the beer industry, craft beers, changes in consumption patterns in the Covid-19 phase along with interesting drink recipes for you to try at home.
Talking about the beer market in India, Sarabjeet Singh Bhalla, executive assistant manager, F&B at The Oberoi, Gurgaon says, “Beer industry has witnessed enormous evolution in India owing to factors such as an increase in disposable income and transformation in public outlook. There is little doubt that beer is fast becoming the preferred choice of alcohol among people across genders and age groups.
“Increasing admiration for craft beer in the past few years has seen amplified inclination for flavoured beers by consumers, especially millennials. We have witnessed the introduction of many new flavours, large alcohol content, and thoughtful branding strategies becoming synonymous to global beer brands.”
Craft beers
Elaborating more on the craft beer segment and its making, Pranav Mehra, co-founder of Brew Whale Beer, a craft beer brand says “Craft beers are brewed keeping in mind the flavour palate. These beers are brewed in small batches and each batch varies slightly from each other because the entire brewing process is manual in nature and not automated like most commercial beers. All ingredients used by craft brewers are specific, hand-picked and they love to experiment with different ingredients as well.”
Beer consumption in times of Covid-19
The alcohol industry, overall, experienced a considerable decline owing to reasons including health scare, bars being closed and limited availability among others. However, with restrictions on the opening of F&B outlets being eased, and boost in-home delivery of alcoholic beverages including craft beer, the segment seems to be getting back on track slowly.
On the subject of beer consumption in this pandemic crisis, Moksh Sani, managing director of Living Liquidz India, the wine and liquor retail store chain says “Beer as a beverage enjoys a loyal base of customers. After the restrictions on alcohol retail were lifted, we were under the prenotion that this wouldn’t change especially with the summer heat on us and the fact that beer would be a hassle-free option for people at home.
“To our surprise, the consumption of beer reduced drastically and the loyal beer clientele also started opting for alternate options. However, we have seen it picking up since July again because you can’t keep a beer lover away from his/her pint for long.”
If you are looking for an interesting beer pick for an in-home experience, Pankil Shah, chief guzzling officer and co-founder at Woodside Inn, Colaba and Andheri that offers beer growler delivery service, recommends the Dark Matter Stout from 2 Down Brewing Company. He says, “It is perfect for this rainy weather because it’s an easy-drinking, creamy beer with notes of dark chocolate.
“Pair your favourite craft beer with something simple like a good cheese or even popcorn and French fries.”
Trends
There is a need now for the alcohol industry to not just sustain but also transform their product to entice more and more customers. Even for the beer industry, it is vital that they focus on new ways of attracting ‘alcobev’ enthusiasts. Following this, we can except several new trends in the beer market.
Bhakti Mehta, co-founder of Tapped, India’s craft beer, food and music festival says “A major trend that we will soon see is that due to growlers available on delivery – the demand for good craft beers will increase. These growlers would be perfect for weekend drinking sessions, small celebrations, and even to take to parties all in the comfort and safety of your homes.”
Did you know?
Noel Mendes, restaurant manager, Renaissance Mumbai and Lakeside Chalet – Marriott Executive Apartments has curated few interesting health-related facts around beer:
- Drinking stout could help fight cancer.
- Drinking beer reduces the risk of ischemic stroke.
- Drinking beer significantly lowers the risk of developing type two diabetes.
- Drinking beer increases good cholesterol.
- Small consumption of beer reduces the risk of ulcers.
- Beer intake protects the body against radiation.
Recipes
Lastly, here are a few easy beer cocktail recipes recommended by Nilesh Patel, beverage head (West), Social, Impresario Handmade Restaurants: All below-mentioned cocktails are made using the built-up method.
- Mango Basil
Ingredients: Mango juices 90 ml; Basil syrup 30 ml and Budweiser
- Apple Cinnamon
Ingredients: Apple juice 90 ml; cinnamon syrup 20 ml and Budweiser Magnum
- Slim Shady
Ingredients: Tequila – 45 ml; Earl grey tea 20 ml; orange juice 30 ml; ginger juice 10 ml; Banana clove syrup 30 ml and beer 200 ml
