Tag Archives: Indian beer market

Beer Industry Hit by Cans Shortage

India’s beer industry is facing a shortage of aluminium cans, thus impacting the sales of canned beer. As per some estimates in the media the short supply could be around 12 to 13 crore and the beer industry is finding it difficult to keep up with the demand.

United Breweries Limited (UBL), a leading beer manufacturer and part of HEINEKEN Company, has confirmed that packaging delays have led to a 1 to 2 percentage point loss in growth of beer over the past six months. The Managing Director and CEO of UBL, Vivek Gupta in a Q1 FY26 earnings call mentioned that cans represent 22% of their overall business but are critical in key markets.

The limited production capacity of India’s three domestic can manufacturing plants, two owned by international giants Poland-based Canpack and US-based Ball Beverage Packaging, have affected the supply chain. All aluminium used for cans is imported, as the specific gauge required is not produced domestically, further straining supply chains. According to a source, Ball Beverage is planning capacity expansion and ‘talks are going on’, similarly Canpack which is the market leader is also investing in capacity. While capacity is one aspect, the industry is facing challenges from the Bureau of Indian Standards (BIS) with regard to certification, as the process is adding to delays, the source added.

Surging Demand, Continue to Import

The situation on the ground is that production capacities have not kept pace with demand. Though India is the second-largest aluminium producer globally, yet its domestic manufacturing alone can’t meet surging demand across industries, from construction to automotive and packaging.

In FY2025, imported aluminium accounted for a staggering 54–56% of India’s total consumption, highlighting deep import dependence.

Canned Beer Revenues Still Healthy

Despite the strained supply chain, revenues from canned beer segment are impressive. Research from WantStats Media indicates that the revenue of the Indian beer market by packaging type in 2024 was approximately $16.25 billion from Cans and $18.45 billion from Bottles. So, in value and volume terms, bottlesled the market, a market which is predominantly a glass-bottle market.

The cans segment is growing fast due to various features such as convenience of carrying, faster cooling, high recycling rate, blocks UV rays etc. The soaring demand, competition from soft drinks market and new BIS (Bureau of Indian Standards) certification rules have been impacting production, causing stock-outs and lost growth, albeit temporarily.

Overall Demand Up

Overall, the demand for beer continues to grow. According to the Brewers Association of India (BAI), sales volume of beer went up to 450 million cases in 2024-25, up from 405 million cases the previous year. The nearly 10% increase in 2024-25 from the previous financial year, highlights the love for the ale by the consumer in India, a country largely known for drinking whisky.

Despite the supply chain hiccups, packaging in India has undergone a massive transformation. It is reported that the aluminium beverage can segment recorded a CAGR of 8.5% between 2019 and 2023, with forecasts suggesting a healthy 7.8% annual growth through 2032. It is indicated that the canned beer format is expected to grow at roughly 7.9% CAGR between 2025 and 2034. Expansions in production facilities are going to help in meeting the rising demand, though the pace of consumption presently is outstripping supply.

AGI Greenpac’s foray into cans

As per Persistence Market Research the Indian aluminium beverage can market (includes soft drinks manufacturers too) will double from $0.4 billion in 2025 to $0.8 billion by 2032, highlighting the immediacy for expanded capacity.

Gauging this, a leading manufacturer of glass and plastic containers, AGI Greenpac has made a bold play of getting into the aluminium can segment too. In July this year, AGI Greenpac announced that it would invest `1,000 crore in aluminium can manufacturing. The company is setting up a manufacturing facility in Uttar Pradesh with plans to produce 1.6 billion aluminium beverage cans annually. The rollout will happen in two phases: the first stage, adding 950 million cans per year, expected to go operational by the third quarter of FY 2027-28 and the full capacity timeline is March 2030.

The Chairman and Managing Director Sandip Somany has said, “This new venture offers strong synergies with our existing glass packaging business. Both categories serve the alcohol and F&B industries, allowing for leveraging existing customer relationships, distribution networks and supply chain efficiencies.”

Craft Beer Segment has a role too

The company has sensed the market which at one time considered canned beers a niche market, but now is quite the in thing as urban consumers seek convenience and sustainable choices. The craft beer market has had a role in this too as brands such as Bira91 and Kingfisher introduced canned offerings (Kingfisher Ultra Witbier in cans launched in Nov 2023) targeting urban millennials and Gen Z consumers in Bengaluru, Delhi, and Mumbai. Pushing sales up were e-commerce platforms as canned beer was unbreakable, lightweight, portable and fully recyclable. For beer companies it allowed them to announce product freshness while having the scope to play with distinctive designs to enhance brand appeal.

Smaller and craft beer brands, like Simba Beer, are particularly hard-hit, as larger brewers dominate the limited supply. Ishwaraj Singh Bhatia, Co-founder & COO of Simba Beer, has noted that cans drive significant off-premise and quick-commerce revenues. To mitigate the shortage, Simba has secured local can suppliers at higher costs and is exploring keg distribution in markets like Maharashtra and Goa, alongside expanding bottle formats to reduce reliance on cans.

Industry experts argue that backward integration, such as investing in new can manufacturing units, is not a viable solution for brewers due to high costs and expertise requirements. While new can plants are expected in the next couple of years, the immediate pressure on supply chains will persist, forcing brands to balance margins with consumer demand. Until capacity expands, the competition for cans is likely to remain intense, leaving smaller players with little bargaining power and pushing them toward more flexible packaging strategies.

BIS Certification, Slows Processes

Another factor that is affecting the supply chain is the introduction of the Bureau of Indian Standards (BIS) certification for aluminium cans which came into effect from April 1, 2025. The new Quality Control Orders (QCOs) require both domestic and imported cans to meet national standards, but the certification process is slow, often requiring inspections of overseas manufacturing plants. Vinod Giri, Director General of the Brewers Association of India (BAI), pointed out that international suppliers like Ball and Canpack face delays in shipping cans to India due to pending certifications.

The BAI has urged that the certification requirement be postponed to April 1, 2026, or exempt imported cans while allowing suppliers with pending applications to continue operations.

This supply constraint comes at a time when demand for canned beer is rising sharply, putting pressure on both brewers and retailers. The shortage is being driven by a mix of factors: global aluminium prices have turned volatile due to energy costs and geopolitical disruptions; India still depends heavily on imported beverage cans, so delays at ports or supply shocks quickly ripple through the market; peak consumption months such as March to June and October to December stretch supplier capacity even further; and, since COVID, a wide range of beverages—from energy drinks to ready-to-drink cocktails—are competing for the same limited can supply.

This supply constraint has emerged at a time when demand for canned beer is on a strong upswing, squeezing both brewers and retailers. Retailers are struggling to maintain inventory consistency, while they are keen on providing what the consumer wants.

This is indeed crucial considering that the annual per capita beer consumption in India is barely 2 litres and has ample room to grow compared to global averages. India’s overall beer market is projected to grow to 802.5 billion by 2033. Within this, the canned beer is set to outpace the broader category, fuelled by lifestyle changes, rising disposable incomes, and the continued spread of online alcohol sales, provided the supply chain falls in place.

Highlights:

BIS Standards for Aluminium Beverage Cans

IS 14407:1996: Specifies technical requirements and testing methods for aluminium beverage cans. It includes criteria such as material composition, coatings, seam integrity, pressure resistance, leakage prevention, and chemical stability. It applies to seamless two-piece drawn and wall-ironed (DWI) cans, impact-extruded, and ironed types, up to 500 ml capacity—intended for beer and carbonated beverages.

Certification under this standard ensures beverage freshness, consumer safety, recyclability, and regulatory compliance.

Certification Process & Timeline

Scheme: Covered under Product Certification Scheme (ISI Mark, Scheme I – Schedule 2) and is mandatory.

Testing Requirements: Rigorous testing is conducted for Material composition; Internal/external coating adherence; Seam and pressure resistance; Leakage prevention; and Impact resistance and chemical stability.

Timeline: Domestic (Indian) manufacturers: about 30 days and foreign manufacturers: about 180 days.

Carib Brewery Enters India with Premium Strong Beer

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Caribbean-headquartered Carib Brewery has launched its Carib Premium Strong Beer in India, marking a key milestone in the brand’s international expansion. Carib’s entry into India is in partnership with Globus Spirits Ltd., a leading player in India’s alcoholic beverage industry. The beer is being locally produced through Globus Ansa Private Ltd., a joint venture between Globus Spirits and Carib’s parent company, Ansa McAL.

“At Globus Spirits, we’ve always believed in crafting experiences that transcend borders—and Carib Premium Strong Beer is a perfect reflection of that,” said Shekhar Swarup, Joint Managing Director, Globus Spirits. “This launch is more than introducing a new beer; it’s about celebrating the spirit of two vibrant cultures brought together by cricket, bold flavours, and good times.”

Targeted initially at five key cities in Uttar Pradesh—Lucknow, Kanpur, Varanasi, Ayodhya, and Prayagraj—Carib Premium Strong Beer is crafted to appeal to Indian preferences. With 8% alcohol by volume, a medium body, and a crisp, floral finish, the beer is designed to pair well with India’s spicy and flavour-rich cuisine.

The India launch is part of a broader international strategy led by Adrian Sabga, Managing Director (International & Business Development) at Carib Brewery, who has identified India and Greece as focus markets by the end of 2025. This push is supported by a $200 million investment in a modernised production facility in Champs Fleurs.

Beer Sales Dip in Karnataka in First Half of 2025

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Karnataka, long seen as one of India’s top beer-consuming states, is witnessing a troubling trend. Beer sales in the state dropped by more than 18% in the first half of 2025, even as India’s overall beer market clocked a robust 10% growth during the same period.

According to data from the Karnataka excise department, 209.9 lakh carton boxes were sold between January and June 2025—down from 257 lakh cartons in the same period last year. The most dramatic fall was in January, when sales dropped a staggering 30.6%. Even during peak summer months—typically strong for beer sales—the slump continued, with April and May down by 16% and 26% respectively. March and June saw double-digit dips too, suggesting that the downturn is more than just seasonal.

Industry insiders point to a mix of policy instability and rising prices as the primary culprits. In the last two years, the government has increased taxes and licence fees on beer and low-end Indian-made liquor (IML) four times. This change in policy constantly has been hurting the sector. Retailers echo the frustration.

Responding to mounting criticism, the Karnataka government recently revised the Additional Excise Duty (AED) structure. The earlier system—195% duty plus ₹130 per bulk litre—was replaced with a flat 200% AED. Venkatesh Kumar R, Commissioner of the State Excise Department, recently told a media house that the ₹130 slab disproportionately impacted low-cost beer by increasing MRP by ₹15–20 and that the new flat structure aims to ease that burden.

Still, the revised structure has been in effect for just a month, and officials admit a full recovery will take time. An early monsoon this year also disrupted peak-season sales, particularly in Bengaluru.

Contrasting National Growth

Ironically, Karnataka’s woes come at a time when the national beer market is booming. India’s beer consumption rose 10% year-on-year in FY 2024–25, according to the Brewers Association of India (BAI), with total volumes hitting 450 million cases—up from 405 million cases in the previous fiscal. Spirits, by contrast, saw a mere 2.2% growth, down from 4.5% the year before.

“There’s a shift towards milder alcoholic beverages like beer,” said Vinod Giri, Director General, BAI. “As alcohol becomes more socially accepted, consumption moves from just functional highs to social bonding.”

The trend has prompted renewed investment interest. In February 2025, major brewers—including United Breweries, AB InBev, and Carlsberg, who together control 85% of India’s beer market—announced plans to invest over ₹3,500 crore in setting up new breweries across the country. It is the largest annual investment in over a decade for the sector.

The contrasting trajectories highlight the challenges of India’s fragmented alcohol policy landscape. While some states offer competitive excise regimes and policy clarity, others like Karnataka are struggling with over-regulation and volatile taxation.

Labels That Lead: Inside India’s Evolving Beer Aesthetic

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Popular homegrown beer makers share how visual design choices affect what lands in the cart and why.

The Indian beer industry is moving through an exciting phase of transformation. With an estimated 720 million young consumers influencing buying patterns, and the market projected to grow from INR 444.6 billion in 2024 to INR 802.5 billion by 2033, beer brands are navigating a fiercely competitive space with creative agility. In a country where direct advertising is heavily regulated, packaging has emerged as the most influential communication tool for alcoholic beverages. Visual identity, storytelling, convenience, and shelf presence are now essential.

Packaging as Brand Language

Avneet Singh, Founder and CEO, Medusa Beverages

In the absence of traditional media outreach, the label does the talking. For Avneet Singh, Founder and CEO of Medusa Beverages, packaging is a strategic asset. “It’s the frontline of brand communication. We treat our can like a silent salesman. It signals our ethos, style, and appeal to a youthful, confident Indian identity.”

Arjit Ghosh, Vice President-Sales, Lone Wolf

At Lone Wolf, Vice President-Sales Arijit Ghosh speaks of a similar emphasis noting that packaging becomes a crucial touchpoint. It reflects their philosophy and values, and they aim to connect emotionally with the consumer through design.

Sachin Abrol, Co-founder and CEO of Prisco Potion Private Limited, adds that packaging is the most direct interface between the buyer and the brand. “We treat it as a canvas to build emotional connection and communicate the brand story.”

Intekhab Aslam, Head of Marketing, SOM Distilleries

Intekhab Aslam, Head of Marketing at SOM Distilleries, notes that the twist cap on Woodpecker Beer was developed to prioritise ease of use and comfort. Their design strategy emphasises intuitive experiences and functionality that serve immediate consumer needs.

Abhinav Jindal, Founder and CEO of BeeYoung

Packaging has become the handshake between brand and buyer. And as beer buying becomes more experiential, packaging performs both at point-of-sale and post-purchase.

Abhinav Jindal, Founder and CEO of BeeYoung, sees packaging as the product’s storyteller: “The can must evoke emotion and aspiration. It should reflect who we are brewing for.”

Shekhar Swarup, Joint Managing Director at Globus Spirits Limited

Shekhar Swarup, Joint Managing Director of Globus Spirits, which introduced Carib Premium Strong Beer to the Indian market, believes packaging is no longer just the outer shell; it’s the identity. With advertising restrictions in place, Swarup sees packaging as the lead storyteller, capturing the ethos of the Caribbean-inspired brand. For Carib, bright yellow tones, sunray motifs, and blue waves aren’t mere visuals; they convey vitality, cultural roots, and a shared love for cricket that connects India and the Caribbean. “It’s often the first and most lasting impression,” he notes.

The Design Process

Creating packaging that reflects brand character is a nuanced process. Design decisions reflect ongoing interpretations of consumer preferences and brand evolution.

Medusa draws inspiration from mythology and pop culture to mould its visual story. Singh shares that symbols like Medusa and bold metallics are intended to resonate with a new-age Indian mindset.

Ghosh highlights Lone Wolf’s minimal aesthetic. Their use of black for lighter beers and white for stronger ones helps create standout presence. “That’s a deliberate strategy. The hashtag #unfollow encapsulates our philosophy,” he says.

Prisco Potion’s approach is built on emotion, according to Abrol. From identifying the feeling to translating it through material, colour, and texture, their aim is to anchor authenticity.

Carib’s packaging reflects the vibrant personality of its origins. Swarup explains that the design team focused on infusing Caribbean identity into every element. The choice of colours, the batsman icon, and the “United by Cricket” tagline are a nod to shared sporting passions between regions. It’s a packaging narrative that seeks familiarity while bringing freshness to Indian consumers.

SOM’s yellow Glide and black Crest caps ensure ease of recognition. Aslam mentions that the bottle design supports everyday usability.

Jindal explains that BeeYoung Beyond’s matte finish and copper tones borrow from international design while incorporating ingredients such as Doon basmati rice to ground it locally. “The design must echo the beer’s character,” he says.

Seasonal Editions and Engagement

Seasonal releases and festive packaging have become effective tools to spark buzz and deepen brand engagement. Medusa’s House of the Dragon collaboration featured collector’s edition cans with dragon-scale motifs. “This became part of pop culture discourse,” notes Singh. The collaboration led to spikes in digital engagement and store-level demand.

At Prisco Potion, limited-edition packaging is part of the plan. According to Abrol, these drops boost visibility and consumer interaction, especially across visual-first platforms. “We design packaging people want to post about,” he says.

BeeYoung also uses its microbrewery Brewgarden to trial seasonal brews. “Each label or tap handle reflects the season. These become conversation pieces and content for organic reach,” explains Jindal.

SOM launches festive gift packs during key holidays. Aslam views these as purposeful extensions of their visual presentation.

At Lone Wolf, Ghosh shares that their engagement focus lies in crafting seasonal cocktail recipes rather than altering packaging.

Swarup mentions that Carib is currently focussed on strengthening its presence with its core product identity. While festive or limited-edition designs hold promise for the future, the brand aims to first cement recognition and familiarity with its core aesthetic.

Shelf Presence vs Store Rules

In a fragmented market, shelf presence presents ongoing hurdles. Indian alcohol retail follows state-specific policies that affect everything from SKU dimensions to display permissions. As the beer segment grows with frequent product introductions, those who align packaging with both regulation and retail shelf design stay more noticeable.

“Shelf real estate is often monopolised by larger players,” says Singh. “Our solution: bold fonts, high-gloss finishes, and compact layouts that work in dimly lit stores.”

Swarup notes that packaging design isn’t revisited only during product launches. It remains a continual exercise. Collaboration with Carib International ensures that feedback loops, retail behaviour, and shifting trends are considered regularly, helping the brand stay relevant amid regional constraints.

Prisco Potion believes that standout packaging delivers instant impact and layered detail. It should catch the eye quickly but also reveal thoughtful design choices upon closer inspection.

BeeYoung considers distance viewing. “Our design stands out from five feet away in a crowded store. That requires both form and function,” states Jindal.

Lone Wolf reflects on differing conditions across regions. “In cities like Goa, design contributes more due to visibility. In others like Delhi and Chandigarh, the effect is different,” says Ghosh.

Instagram-Ready, Shelf-Ready

With discovery now influenced heavily by digital content, brands are aligning packaging for both physical and virtual impact. Singh explains that Medusa’s mock-ups are reviewed in influencer grids and visual simulations before hitting shelves. “If it doesn’t capture interest visually, it doesn’t move forward.”

While Jindal focusses on tactile detail, ensuring BeeYoung’s cans have distinctive textures and rich colours, Abrol at Prisco Potion considers shareability key. “Packaging that photographs well ends up being reposted and remembered.”

Carib’s packaging has been tailored to appeal across both in-person and social formats. According to Swarup, the objective was to create an experience that resonates with younger, urban consumers who often make snap decisions. The brand’s visual personality supports both tactile recall and online curiosity.

Ghosh values consistency. Lone Wolf’s labels are curated to stay recognisable on shelf and screen alike, while Aslam views packaging as a premium artefact; pleasing in person and polished for digital appeal.

This dual-readiness enhances brand exposure, as packaging increasingly enters the frame of everyday consumer storytelling.

Innovation and Future Directions

India’s beer packaging sector aligns with broader international trends. According to IMARC Group, the global beer packaging market stood at USD 25.9 billion in 2024 and may reach USD 33.9 billion by 2033. Rising craft beer demand, aesthetic focus, and sustainability preferences are redefining packaging goals.

Medusa is introducing AR-enabled packaging and collaborating with artists. “We’re curating design stories connected to regional culture and independent creators,” says Singh. Their internal R&D team is also exploring new finishes that react to temperature changes,creating a dynamic visual experience. This could lead to limited runs tailored for summer or festive seasons.

Prisco Potion is working on immersive packaging solutions. “We’re integrating augmented reality and eco-responsible materials to match evolving expectations,” informs Abrol. The team is experimenting with smart codes embedded into cans, allowing consumers to access exclusive content and loyalty programmes with a scan.

BeeYoung is building on sustainability and regional sourcing wherein they are highlighting ingredient origins through local artist collaborations and biodegradable formats. The brand is also studying reusable packaging models, particularly for urban taproom distributions.

SOM is simplifying visual design while embracing environmental goals. Their new labels reduce ink use and they are exploring partnerships that support visual storytelling. “Discussions are underway with packaging innovators to create water-repellent labels that maintain clarity in chilled environments,” shares Aslam.

Lone Wolf maintains its clarity-first philosophy. “Our designs take time and careful thought. We modify only when it adds real value,” notes Ghosh. They are currently conducting market tests with alternate materials that offer higher shelf life while preserving design sharpness.

Swarup shares that innovation in packaging remains a critical area of exploration for Carib. While the brand has taken a steady approach in its India rollout, the future may see the introduction of smart features and sustainability-led formats as they adapt to local market cues and global directions.

With the Indian beer market expanding at an annual growth rate of 6.72%, packaging innovation is becoming a key tool for market relevance and recall. From fostering shelf standout to shaping digital conversations, it’s become central to beer’s story in India, crafted as thoughtfully as the brew inside.

United Breweries Limited launches Amstel Grande, ushering in a new era of Premium Beer in India

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United Breweries Limited (UBL) recently announced the launch of its iconic premium beer brand, Amstel Grande, in India. The grand unveiling took place at an immersive event in Mumbai, where the entire theme transported attendees to the streets of Amsterdam. With this launch, UBL introduces a new era of premium beers in India, combining brewing excellence with over 150 years of heritage from Amsterdam.

The event saw the presence of celebrities including Aditya Roy Kapoor, Rannvijay Singha, Varun Sood, Raghu and Rajiv, Kusha Kapila, Jim Sarbh, Barkha Singh and Ahsas Channa.

Amstel Grande promises to offer Indian consumers an unparalleled beer experience, thanks to its secret ingredient: time. The beer is slow brewed and matured longer, allowing its flavours to fully develop, resulting in a rich, smooth taste. Crafted using the finest quality barley, unique Dutch yeast, and carefully selected hops, each sip of Amstel Grande is a testament to the brand’s unwavering commitment to quality.

Speaking about the launch, Vikram Bahl, Chief Marketing Officer of United Breweries Limited, said, “We’re thrilled to unveil Amstel Grande, a premium strong beer crafted for the refined tastes of Indian consumers. Through its meticulous slow brewing process and high-quality ingredients, Amstel Grande delivers a truly unique beer experience. Tailored to the Indian market, it’s poised to satisfy the rising demand for premium beers and we are confident it will surpass expectations. Amstel Grande is set to become a standout in our premium portfolio.”

Since 1870, Amstel has embodied the art of brewing, starting with two friends’ dream of a better beer in Amsterdam. Now, as one of Heineken’s iconic brands enjoyed in over 100 countries, Amstel brings its rich heritage to India with Amstel Grande. This premium brew reflects Amstel’s commitment to quality and its philosophy of being ‘Brewed for Bonding’, creating moments for connection and celebration among friends.

Amstel Grande arrives in India after a carefully curated journey, crafted specifically to match Indian tastes. With no added sugar and perfected through extensive global and local testing, it achieved top scores in blind tastings, setting a new standard in premium beer. Offered in 330ml, 500ml, and 650ml, Amstel Grande is designed to suit a variety of preferences, making it an exciting choice for discerning beer lovers.

United Breweries views Amstel Grande as a flagship initiative in the premium beer segment for the coming years. Developed locally in India, this launch meets the demand for a premium strong beer with global appeal and international quality, globally inspired, locally brewed. The packaging, designed with young, premium beer enthusiasts in mind, reflects the beer’s Amsterdam roots with illustrations of iconic Dutch architecture and scenic canals, capturing the charm of Amsterdam in every bottle.

Amstel Grande is now available in Maharashtra, with plans for expansion to other states in the near future. Amstel Grande is competitively priced at ₹160 for 330ml bottle, ₹195 for 500ml can and ₹250 for 650 ml bottle and readily available at leading outlets across Maharashtra.

UBL, AB InBev, Carlsberg jointly form Brewers’ Association of India

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In a move that might not be surprising to many, India’s leading beer manufacturers United Breweries – controlled by Dutch manufacturer Heineken, AB InBev, and Carlsberg have come together to jointly forming a new industry body Brewers’ Association of India (BAI). The three companies own the 85% of the beer market in India via their brands Budweiser, Hoegaarden, Corona, Carlsberg, Tuborg among others.

While UBL leads the Indian beer market with its brands Kingfisher, Kalyani Black, Heineken, Amstel Bier. BAI, which is formed in partnership with the World Brewing Alliance (WBA), and is expected to focus on growing the beer category in India, drive innovation, moderation, and sustainability in the Indian beer market.

WBA is the global industry body consisting of brewers and brewing trade associations from leading markets, including Australia, Canada, the US, Europe, Japan, Korea, Latin America, Brazil, and New Zealand.

BAI is headquartered in Delhi and is going to be headed by Vinod Giri, who will assume office on June 1, 2024. Giri until now was heading the Confederation of Indian Alcoholic Beverage Companies (CIABC), the apex body of the Indian alcoholic beverage industry.

“The time is right for brewers to raise their voice on these issues. The Brewers of India will be a vital part of promoting moderate drinking, promoting our industry,” said Justin Kissinger, President and CEO, WBA.

The new association will also be open to other brewers, Indian and international both, who share the belief in growing the Indian beer industry responsibly.

AB InBev India President Kartikeya Sharma said, “There are many barriers to the growth of India’s beer category, including inequitable taxation, accessibility, and the ease of doing business. We will continue to advocate to unlock a new era for the beer category.”

Carlsberg India MD Nilesh Patel said, “The beer industry is an important sector for the states as it provides significant direct and indirect employment and generates significant revenues for the state to invest for its citizens.

“Through the Brewers’ Association of India, the industry expects to bring best global practices and further strengthen the sector.”

UBL MD & CEO Vivek Gupta said, “Together, the industry can help shape policies promoting responsible choices for consumers around moderate alcohol beverages, a robust taxation and regulatory framework and promoting investments for socio-economic benefits. We look forward to collaborate with governments and other stakeholders.”

The three companies have significantly invested in India. While Carlsberg operates seven breweries, UBL has 19 and AB InBev India has 10 of them across the country.