Medusa Beverages has launched its draught beer offering in Delhi, expanding its presence in the on-trade and HORECA segment as the brand looks to strengthen consumer engagement in pubs and bars.

The rollout arrives amid growing demand for social and experience-led drinking formats in urban markets, where draught beer continues to attract younger consumers and nightlife audiences. Delhi remains Medusa’s largest market, contributing nearly 5.4 lakh cases and more than 10% market share in FY25, according to company data.

The company said the new offering focuses on improving pour consistency and freshness at the point of consumption. The draught system will use Lindr ‘Naked’ taps imported from the Czech Republic, known for beer dispensing technology designed to maintain optimal serving temperature and smooth texture.

“Draught beer allows us to enhance how consumers engage with Medusa in social spaces,” said Avneet Singh, Founder and CEO of Medusa Beverages. He added that the move also supports stronger partnerships with pubs and bars while maintaining quality control at serving points.

The draught beer will initially be introduced across select hotels, restaurants, cafés, pubs and bars in Delhi, with expansion planned across 50 outlets in the coming months. The launch aligns with the brand’s strategy of building experiential consumption platforms across high-footfall hospitality venues.

The draught format will feature Medusa AIR, the company’s mid-strength beer with 4.5% alcohol content. Positioned as a lighter beer suited to extended social consumption, the variant is intended to support longer drinking occasions while maintaining flavour balance.