BrewDog, the world’s largest craft brewer, is entering the Indian market with plans to open 35 pubs and launch nearly a dozen bottled beer brands over the next four years.
The Scottish brewer sees a clear opportunity in the mostly warm and tropical country with increasing affluence of craft beer.
BrewDog is a multinational brewery and pub chain based in Ellon, Scotland. It was founded in 2007 by James Watt and Martin Dickie, who together own 46% of the company. BreDog is the world’s biggest crowd funded firm.
“We are looking to invest across brewing, bars, distribution and setting up the right kind of infrastructure to bring in certain discipline into the market in terms and hoping to create a big business,” said Siddharth Rastogi, chief executive officer of BrewDog India that will open its first store within a month. The move is part of the brewer’s wider strategy to grow its global network from 100 bars now to 750 bars by 2024
Initially, it will launch 22 tap beers and three bottled ones, including its flagship brand Punk IPA and a wheat beer brewed specifically for the country. However, these will be imported for the first few months and hence will carry a 10% higher price tag than rival imported brands such as Hoegaarden.
India has a young population, low penetration of alcohol in terms of drinking population and you have the craft beer revolution which is starting to take shape,” Rastogi said. “This is how craft beer scene exploded in the US three decades ago when there were only 300 breweries…which has expanded to 8,500 breweries now.”
From just two craft microbreweries about 10 years ago, India is now home to more than 170 outlets now, mostly located in Bengaluru, Gurgaon, Mumbai and Pune. This industry is growing day by day and has a huge scope for companies like BrewDog.