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Beer is one of the most widely celebrated beverages globally; it is a winner in the hearts and charts of the world population. Every year on the first Friday of August, the world celebrates International Beer Day. Dedicated to the craft of brewing and appreciating those involved in its production, International Beer Day is just the right way to welcome August’s first weekend with friends, family, and chilled beer pints.
Over the years, beer has witnessed quite an evolution in terms of how it is brewed, the different grains used to make beer, and even the taste of the beverage. Initially started with barley as one of its main ingredients, now there is a shift of preference towards light beer, which is not too bitter and leaves a sweet after-taste. Light beer is brewed using one of the world’s most staple crops - wheat.
Wheat beer has become the largest selling drink in India for its lightness, low bitterness and fruity flavour which connects with the Indian palette in just the right way. This unorthodox premium beer category quickly gained popularity in India in the last decade, and became a favourite amongst the urban millennials of the country. According to GlobalData, a leading data and analytics company, the Indian craft Beer market reached 43 million litres in 2019 from 0.15 million litres in 2014. It grew by a significant compound annual growth rate (CAGR) of 304% during the period 2014 and 2018. Following the consumption change a lot of renowned brands contributed as game changers and came out with their versions of wheat beer, like Tuborg White which was launched in the state of Maharashtra and has been accepted well by the beer drinking consumers. The beer is a blend of malted European barley, malted wheat & imported hops which provides a refreshing taste for an easy drinking experience.
There has been an evolution not just in terms of preference or taste but also in the lifestyle of today’s generation. There is a wave of after-work pub culture in urban India. After a hectic day at work, the working generation is constantly on the look-out for ways to relax and unwind with their friends, and trends suggest their favourite way to do this is over a couple of beers. The lightness and low-alcohol content of beer help relieve stress as well as set a fun and easy environment.
Beer is not just a youth favourite beverage but is loved across age groups. The demographics of beer lovers are spread in all shapes and forms and increasing with each passing minute. This is a result of the beverage’s several benefits over other hard liquor, like low-alcohol content, mild to no hangovers, and even its lesser-known nutritional benefits. Beer is easy to consume and is a great way to bond with friends and family. It has a proven history of making unforgettable memories, being the party-starter and being the sweet reason behind the contagious laughter in a room with your loved ones!
So, this International Beer Day, don’t just find a reason to drink a chilled pint of beer but hop onto the trend and try India’s new favourite wheat beer!
