Beer is perhaps the most widely loved alcoholic beverage in India today. It has become a lifestyle product, increasingly accepted as a social drink and an obvious youth preference. Beer sales are expected to decline slightly during the initial shutdown, but that is only a temporary blip in a continued growth trajectory. As the economy recovered from the Covid recession and Covid vaccinations progressed at breakneck speed across the country, business in bars and restaurants saw a rebound. . In June 2021, after the second Covid wave subsided, business in bars and restaurants recorded a growth of 40.2% compared to June 2020.
Despite the ups and downs of the past few years, things are sure to improve next year and beyond, from a beer lover’s point of view. Here are some of the key trends we can expect.
(Read more: Top 8 food and dining trends shaping up in 2021)
1. Taste and fizz will be the winning combination: Taste has become an important factor in promoting beer preference and consumption. Today’s consumers are more experimental and more open to trying new flavors. Beer is a generational product category, and for this generation, beer means a different taste and a different experience for each occasion. This understanding of consumer preferences has helped beer brands like us build strong bonds with consumers. I believe the Gym is a great way to get people to try new flavors and capture their feedback; it helps our community to find ideas for the next beer. Current trends indicate a growing demand for exotic fruity beers and premium beers.
2. With low-alcohol and non-alcoholic beers, we can actually drink for our health: More and more consumers are aware of the health index of the foods and beverages they enjoy. The market is responding to a variety of drinks with little or no alcohol, and beer has some of the lowest-calorie variations available today. For example, the Bira 91 Light with 80 calories in a 330 ml bottle, has fewer calories than a glass of champagne, wine, cocktail or even a glass of milk or orange juice!
3. Location without bar… everyone will enjoy beer at home: With restaurants, pubs and bars nationwide limiting their seating capacity due to the Covid protocol, and with consumers becoming more cautious, there has been an uptick in beer consumption. at home. This accelerating trend may return to its original pace once the pandemic subsides, but it is still a trend that will continue to be strong. According to a survey last year, six out of ten alcohol consumers in India would be willing to buy alcohol online if they had the option to do so.
4. Packaging will be friendly to consumers and the environment: We’ll see eye-catching packaging designs for beer – the packaging of the Bira 91 Malabar Stout, which evokes Rudyard Kipling’s The Jungle Book, is a case in point. There will also be a greater focus on packaging that fits the consumer’s lifestyle. With the increase in home beer consumption, packaging such as the 6-pack or 12-can by Bira will become the preferred choice for home beer stocking. Meanwhile, with consumers increasingly looking for products that can be disposed of in an eco-friendly way, brewers will find ways to develop eco-friendly and reusable packaging. use.
5. Beer brands will create a more engaging, online user experience: With the rise of social media and digital influence, beer brands will build many new online touchpoints to interact with their audiences in meaningful, personalized ways. personalization, while delivering tangible business results. As beer is a lifestyle product, beer brands will explore merchandise options such as glassware, serviceware, clothing, accessories, etc. to strengthen their connection with their consumers. .
Barring any unforeseen and unexpected situations, beer will continue its winning streak of innovation, discovery and acceptance. The beer market in India is growing rapidly and I predict it will double by 2030 compared to 2020. I believe that by 2030 almost 25% of the population of India will be beer consumers; one in three consumers is female; and almost two thirds of beer will be consumed in small towns. On that note, let’s be hopeful and optimistic that people around the world can once again enjoy good beer with their near and dear ones.
About the Author: Ankur Jain is the CEO and Founder, Bira 91.
