Coopers craft beers are available across India after the Australian brewery secured a new distributor. This follows an introduction by Austrade to VBev, one of India’s largest importers and distributors of wine, spirits and beer.
‘Coopers is the only Australian craft beer in the Indian market,’ says John Southwell, Trade and Investment Commissioner, Austrade India. ‘VBev’s nationwide network means Coopers’ craft beers will become more widely available to Indian consumers.
‘There are not many imported craft beers as many international beer brands have set up their own breweries in India. We expect Coopers beers to do well in India, especially in states where there is less tax on beer.’
Founded in 1862, is the largest Australian-owned brewery. It makes ales, stouts and lagers and has been brewing its signature Pale Ale for 6 generations. Coopers uses only natural ingredients including malt, hops, sugar, water and a special yeast strain that’s over 90 years old.
Indian millennials driving demand for craft beer
Beer accounts for a third of the Indian alcoholic beverages market, in volume terms. Euromonitor projects the total volume of beer will increase at a 6% CAGR to reach 2.9 billion litres in 2025.
India is home to around 440 million millennials. This demographic is driving an increase in craft beer sales as they seek fresh flavours including from India’s growing list of microbreweries, particularly in urban areas. This has contributed to continued growth of India’s craft beer industry.
Health-conscious consumers are also switching from strong beer to lighter brews, and craft beer with different flavours, including customised and tropical flavours, including peach, strawberry, apple, lime and pineapple.
