BrewDog, is one of the Iconic International Scottish craft beer brewery and pub chain and has been the pioneer in leading the craft beer revolution globally. With over 24 beers on tap, including BrewDog’s own range and curated guest breweries, the brand is looking to dominate India’s nascent craft beer market, which is experiencing exponential growth. Currently, BrewDog has three full-fledged pubs in India – two in Mumbai (lower Parel and Branda) and one in Gurgaon. It is set to expand the brand to Chandigarh and Amritsar in a month’s time. The outlets will become operational in the first week of March.
In this interview, we speak to Karan Jain, CEO of BrewDog India, to learn about the brand’s successful business strategies, the challenges facing the craft beer industry in India, and the company’s plans for 2023.
Can you tell us about the successful business strategies that BrewDog has implemented to become a globally recognized craft beer brand?
BrewDog is a globally loved craft beer powerhouse and is iconic across communities. It currently has a global presence in over 30 countries and 110 locations. With its India debut 2020 the first two years were a learning curve for the brand, where we understood our audiences and their preferences. Our business strategy has been to offer the largest range of craft beers. Identify the best locations for expansion and follow that as a strategic route map. We launched in the hub of Delhi-NCR last year at One Horizon Centre and are now expanding to the Punjab market with two more outlets. These are spaces where there is already a lot of evolution in terms of f&b and nightlife and the consumer is keen to try out more. We have been consistent in our brand offering while working with local tie-ups and collaborations. People come for the beer, enjoy the food, and also come back for the experiences and entertainment we offer.
If we talk about the breweries in India, the nation is still in its infancy. What do you think about this?
Currently, India is a nascent craft beer market however it is on its way to begin a significant player in the craft beer market. India is exactly where the US beer market was in the early 90s. Starting from just a few microbreweries the US market grew to more than 3000 craft breweries at an exponential rate. The craft beer industry in India only began in 2008. But with increased awareness, customers are looking for better craft beer. This is the best time to enter the Indian market. The customer is more than ready to welcome a more varied and distinctive portfolio of beers. We believe our bars are central to a new beer experience for consumers. Where they get to try a diverse and varied portfolio.
What do you think are the main challenges faced by the Craft Beer Industry today?
BrewDog is an international brand, and the only player currently in the Indian Market which serves 24 beers on tap. Something the customers have not yet experienced so far with local brands. In India, the few craft breweries which have come up are still only offering 6-8 beers at most. BrewDog with its 24 taps in every location and a huge portfolio of different beers to choose from expects to see great success. The consumer response so far has been encouraging and we look forward to growing our footprint very fast.
Also Read:7 Strategies for Building Influencer Relationships
Current trends and challenges the Craft Beer Industry is facing.
The main challenge is licensing, when it comes to opening a taproom. Each state in India has different rules and regulations, which one has to navigate. Thus taking alcohol from one state to another can literally be fraught with multiple rules. The permits change across states, and in some states one might need almost 15 permits to operate a microbrewery. This can be a daunting task for most players as it requires intricate and in-depth knowledge of all state policies and rules and regulations. That said, the Indian consumer is very welcoming to new changes and keen to try out new brands as well.
Your plans for 2023?
2023 is going to be a very busy year for us as we expand to the Punjab market with one outlet each in Chandigarh and Amritsar in the first quarter of the year itself. Started the year with a very interesting brand collaboration with Paul and Mike chocolates. Wherein we have together developed “Your Place or Mine”, a chocolate bar. Containing 64% dark chocolate with our Mango IPA by the same name. Keen to offer more varieties of craft beer to our consumers. As the current craft beer segment has been dominated by wheat beer. We hope to change that and get more consumers to try our IPA – which also happens to one of BrewDog’s best offerings! We expect to fill in the growing demand for craft beer with our diverse variety.
That sounds interesting, What else makes BrewDog unique?
Our aim with BrewDog is to offer a very distinctive vibe all across the space. We are not just a microbrewery, but a great destination experience as well. We have worked to create a food menu with a more localized palette with gentle tweaks across the different cities. As well as signature specials. One of the very few pet-friendly taprooms, and that makes us very popular with diners as they get to enjoy the space with their pets. We also offer multiple fun events tailor-made to appeal to the vibe and energy of each city, from relaxed Sunday brunches in Mumbai, outing days for pets, curated flea markets and trivia nights. It’s a distinct universe for the brand, which our consumers love as much as they love the beers.
