Craft beer makes rapid inroads

If the "Made for each other blend set the filter trend" for a popular cigarette brand in the 1960s and after, beer, and specifically craft beer, has been increasingly setting the trend in the last few years, what with even hardened drinkers switching off from hard liquor.

"The beer market is the fastest growing alcohol segment in India by consumption and revenue change, especially with the entry of microbreweries about five years ago," Debjeet Banerjee, who manages the Lagom Kitchen and Brewery in Gurgaon and the Hype nightclub in south Delhi, said.

"Now, all that you need to do is get yourself to the nearest microbrewery for a couple of glasses of freshly crafted beer that is free of synthetic preservatives and, if made well, packed with flavour, at reasonable prices.

With the revolution of the microbreweries in the Millennium City, more and more youngsters are opting for freshly-brewed craft beer, ditching the traditional bottles and cans.

Also, with the rise in the number of global travellers and health conscious people, more and more people are developing new tastes, habits and look forward to consuming unique and refreshing beer for a good, stress-free day," Banerjee said.

Bottled versions of craft beer are also in the market and it is not surprising that the first one to hit the market two years ago is a huge hit.

"Bira has evoked a very positive response and the feedback from the people has been excellent. With its white ale and blonde craft lager versions, Bira has become a big hit among the country's young pub-goers who are increasingly turning to international brews," Banerjee said.