On the occasion of International Beer Day, Avneet Singh talks about the changes which were witnessed during the year
The past year has drastically changed everything — including a quantum transformation — especially in the craft brewing industry. COVID’s impact forced many breweries, globally, to close their taprooms, causing massive disruption and losses in the industry. However, the resilience, dynamism and adaptability of craft-brewing professionals across the world paved a path for breweries to be able to find new ways to sell their beer and keep their business afloat through innovation and dedication.
Despite administrative impediments — such as authorising limitations, restricted charges and a nationwide taboo on publicising of alcoholic drinks — the industry continues to flourish and makes monstrous developments in the general refreshment industry.
Beer is gradually becoming more acceptable as a social drink among the urban youth. The Indian beer market is progressively attractive and it will double in size till 2025. Increasing purchasing power and changing preferences are some of the major factors of the growth of the beer industry in India.
The craft beer segment in the country is expected to reach $900 million by 2024, according to a report by Goldstein Research.
Some of the notable craft brewery trends that need to be watched out for are as follows:
DTC beer delivery
One interesting side-effect that the pandemic had on the craft beer industry was consideration for DTC (direct-to-consumer) beer shipping and home delivery. As breweries across the country shut down last year, many breweries and beer manufacturing companies and outlets have considered making up for their loss of in-person sales with delivery sales.
Breweries go digital
As breweries safely navigate the current situation, upgrading their conventional customer processes has been a necessity. It has also exponentially increased the adoption rate of new software and apps to improve the operations and efficiency of customer service.
Packaging
The pandemic saw consumers increasingly purchasing items in bulk – including beer. Packaging is always high on the list of craft brewery trends.
Witnessing the growth in demand for craft beer, the market has seen bidding for quality variants consequently. Though at a nascent stage, India's craft beer industry is evidently one of the fastest-growing trades. Growth is primarily being driven by millennials, who find craft beer more authentic and premium, compared to regular lagers.
(The author is the founder of Medusa Beverages.)