The Indian beer market is driven by the low alcohol content and increasing social acceptance of alcoholic beverages: Bonafide Research
Oct, 14

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The Indian beer market is driven by the low alcohol content and increasing social acceptance of alcoholic beverages: Bonafide Research


India Beer Market Outlook, 2023

Rapid urbanization, a rising middle class, young demographics, and a shift in societal perspective, as well as the introduction of new lower alcohol content and variants of beer, combined with technological advancements, are expected to drive market growth.Moreover, the introduction of online ordering and the ease of doorstep delivery in certain states could further enable wider distribution towards end consumers. However, the low per capita consumption rate, various government regulations, and high taxation policies in most of the states across India deter its growth. United Breweries, the country's largest beer maker, has expanded its Heineken franchise by introducing Heineken Silver. It is a beverage that is light, easy-to-drink, and fits well with social occasions.

Beer is considered to be one of the most popular drinks in the world after water tea and coffee. Beer is a drink produced by brewing malted barley; the other alternatives to malted barley that are used are wheat, maize (corn), and rice. Many scholars of history believe that beer is amongst the oldest and most widely consumed alcoholic drinks in the world. Beer in India is the most consumed drink after whisky. Beer is considered more popular among corporate employees, youths, and women for its offerings such as a low level of alcohol by volume with less drunkenness, lower prices, and many more. Young Indians are increasingly savouring beer due to its low content of alcohol and its socially acceptable status.

According to the report ‘India Beer Market Outlook, 2027-28’ published by Bonafide Research, the market for beer grew immensely during the historic period. The Indian beer market is forecasted to grow at a CAGR of nearly 6% during the period 2027–28. Within the major segments of beer, i.e., strong beer and mid-beer, India is primarily a strong beer-consuming nation, but recently the mild beer market is achieving high growth with increasing brands in the mild segment as a result of the entry of the strong beer-producing firms into the mild segment with mild brands. The huge market potential of the Indian beer market has also attracted many foreign brands. The new trend of craft beer has led to the huge success of B9 Beverages’ Bira 91 and is expected to encourage many global players to come to India with their craft beers.

Beer generally contains an ABV (alcohol by volume) of around 4% to 8%, which is one of the reasons why it provides less drunkenness and doesn’t make you high easily, which is generally preferred by women and youths of India and has resulted in its increasing popularity among them. While the average selling price (ASP) of whiskey and other alcoholic beverages ranges between INR 250 to 600 rupees (excluding high-premium and super-premium brands) for a full bottle, the ASP of beer is just around INR 100 rupees (excluding high-premium brands) for a full bottle, which makes it pocket-friendly for the consumers. So, beer can be considered the best substitute for whisky and other alcoholic beverages as beer provides the feeling of consuming alcohol at a reasonable cost and doesn’t make people high easily.

Major Companies: United Breweries Limited, Carlsberg India Private Limited, Crown Beer India Private Limited, SABMiller India Limited, Mohan Meakin Limited, Molson Coor Cobra India Private Limited, B9 Beverages Private Limited, Devans Modern Breweries Limited, SOM Distilleries and Breweries Limited.