Tag Archives: Indian beer market

Labels That Lead: Inside India’s Evolving Beer Aesthetic

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

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.

Vikram Bahl, Chief Marketing Officer of United Breweries Limited,

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

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.