Sector Analysis (Brewery Sector) - December'20

BREWERY INDUSTRY

SECTORAL ANALYSIS DECEMBER 2020

Inside this issue

GLOBAL MARKETS COVID-19 IMPACT PRODUCT OFFERINGS GOVT. REGULATIONS INDIAN BEER MARKET 5- YEAR PLAN

DECEMBER 2020

PRODUCT OFFERINGS

The oldest brewery in India was set up in 1830 by Edward Dyer in Kasauli. Today, with over 30% of the Indian population consuming alcohol led mostly by the UTs and southern states, the industry boasts of being the third-largest and fastest-growing market for alcoholic beverages with a US$5 billion market valued in beer alone growing at a CAGR of 7% over the past 4 years.

The brewery and distillery industry is divided into four major segments:

The brewery and distillery industry is divided into four major segments – Indian Made Foreign Liquor (IMFL), Foreign Liquor Bottled in India (BII), Country Liquor (CL) & Beer (Including new non-alcoholic segment like Budweiser 0.0).

Indian-made foreign liquor (IMFL) is the official term used by governments, businesses, and media in India to refer to all types of hard liquor manufactured in the country other than indigenous alcoholic beverages such as feni, toddy, arrack, and others. A common characteristic of many IMFLs, distinct from spirits elsewhere in the world, is that irrespective of the final product the starting ingredient is a neutral spirit distilled from molasses, a by-product of the sugar industry.

This neutral spirit at 96% alcohol by volume is first reduced to 42.8% using demineralized water, whereupon flavors and other spirits are added. Caramel coloring is added at this stage to impart color to the spirit. Some of the most sold IMFL brands in India are Seagrams Blenders Pride Whiskey, Royal Stage Whiskey, Royal Challenge Whiskey, and Old Monk Rum.

Indian made Foreign Liquor (IMFL) Foreign liquor bottled in India- BII is referred to spirits that are produced in foreign countries and imported to India in bulk quantities and bottled in an Excise Bonded Warehouse by the Importers. Most commonly, grain or malt-based whisky, which may include imported Irish or Scotch whisky is blended with the spirit. Some of the popular brands under this segment include Johnnie Walker Blended Scotch Whiskey, Chivas Regal Whiskey, and Absolute Vodka.

1

DECEMBER 2020

PRODUCT OFFERINGS

Country Liquor- CL is a category of liquor made in the countryside of the Indian subcontinent, one of whose variants are tharra. It is traditionally prepared from a procedure that has been passed down for centuries. It is the primary and most popular alcoholic beverage in India's villages and it is fermented and distilled from molasses which is a by-product of sugarcane. Country liquor is a broad term and it can include both legally and illegally made local alcohol.

It usually refers to legal alcohol while other types of desi liquor (arrack and palm toddy) may be categorized as moonshine alcohol. It has been consumed in India since ancient times and is known by different names in different parts of the country. It is estimated that nearly two-thirds of the alcohol consumed in India is Country liquor having an approximate market of about 242 million cases (comprising over 30% of the beverages industry in India) with an average growth rate of around 75 per annum.

Country Liquor

Foreign Liquor Bottled in India

Beer- Beer is one of the oldest and most widely consumed alcoholic drinks in the world and the third most popular drink overall after water and tea. Beer is brewed from cereal grains—most commonly from malted barley, though wheat, maize (corn), and rice are also used. The beer market is matured in India over the years but still, it is highly confined to limited varieties. The country’s beer market has been strengthening on account of higher disposable income, rising preference for low alcohol beverages, and gradual social acceptance.

In the Beer market, the share of Kingfisher is highest in India followed by Carlsberg, Budweiser, and Hayward’s. There are various types of Beer available in India, these are: Ale, Fruit Beer, Lager, Sahti, Small beer (very low alcohol), Wheat beer, and recently introduced nonalcoholic zero variants by many market players in order to tap the non-alcohol drinking population of the country.

Beer

2

DECEMBER 2020

THE BREWING PROCESS

Beer is widely considered the most complex fermented beverage in the world. Its flavor, color, mouth feel, and strength can vary in more ways than any other craft drink. The beer uses a greater array of ingredients, which creates more complexities than other liquors.

Step 1: Milling The process of brewing begins with crushing whole grain malt with a mill. Barley is the most common malt used in a craft brewery. Wheat and rye are the other two common malted grains. Milling the malt to be used in a formulation of beer is of importance because the process creates the necessary surface area on the malted grain's endosperm which affects the flavor of the final brew.

Step 2: Mashing Once milling is complete, mashing begins. In this process, the crushed malt is mixed with hot water. The water temperature generally ranges between 62-70 Celsius. During this stage the distinction between "malted" grain and "unmalted" grain becomes important.

Malted grain is that grain that has gone through a controlled germination stage that breaks the endosperm down and creates enzymes. Whereas Unmalted grain is the milled grain in its natural and unprocessed state. When subjected to hot water at a very specific temperature, the enzymes in the grains become active.

When active, they convert the readily available starches in the malt into sugars (primarily, maltose) and dextrins (the ingredient which gives beer its distinct mouthfeel). The mashing process takes between 30-120 minutes or more, depending on the temperature and type of enzymes working. Once complete, the liquid is separated from the now spent grain and transferred to a boiling kettle.

3

DECEMBER 2020

THE BREWING PROCESS

Step 3: Boiling Once the liquid separated in the mashing process, known as wort (pronounced wert), is transferred to the boil kettle, it is brought to a boil. This process is responsible for two main things. The first is to pasteurize the wort. The second is to add hops or other flavors such as ginger or molasses. The longer the hops are boiled in the wort, it will increase the perceived bitterness in the final product. Conversely, if hops are only added at the very end of the boiling process they will be perceived as less bitter and more flavourful. Generally, wort is boiled for 60-90 minutes.

Step 4: Fermentation After boiling is completed, the wort is moved to a fermenter, and the brewer’s yeast is added to it once it is cooled. Then depending on the type of product required, the yeast is left for a few days to consume the sugars that were created in the mashing process and turn them into alcohol and carbon dioxide.

Fermentation is determined to be complete when the required criteria for the end-product are met. Now the "beer" is cooled to close to 0 Celsius for conditioning. This process supports yeast flocculation or settling, to the bottom of the fermentation tank. This helps clarify the beer and collect the yeast for reuse in the next brewing process.

Step 5: Racking At the end of the conditioning phase, the beer is either filtered or directly transferred into a Bright Tank.

This is where the beer is carbonated and kept for either kegging, bottling, or canning. Barrels are also used for aging! The beer is measured for accurate carbonation and then put into the appropriate package. Once packaged, our beer is ready for distribution and consumption!

4

DECEMBER 2020

GLOBAL PRODUCTION MARKETS

The global breweries market is booming. Make no mistake about it. It is booming, and the future looks even brighter, promising ample opportunities for all the different players of the industry. The players can be categorized as regional or global. It is important to understand that both these players are equally important.

Though global players are present in a number of countries, the preference of regional players is typically high in predominantly developed countries with a long-brewing tradition, such as Germany, where 1300 breweries make a variety of 5000 brands, most of them only distributed locally.

Nevertheless, global players try to enter such markets by acquiring existing brands.

The industry structure has changed quite a bit over the last few years, mature markets have seen a rapid concentration of breweries and the emerging markets have seen global players forming strategic partnerships or acquiring local breweries. These changes see the global market size of the industry reach $587 billion. The market has witnessed significant growth due to an increase in demand and supply from developing markets, such as India and China.

The largest region in global beer manufacturing was the Asia Pacific. The Asia-Pacific Beer market is forecasted to reach USD 335 billion by 2025, witnessing a CAGR of 7.45% during the period (2020 2025). In the Asia Pacific region, which is still widely considered a developing market for beer production and consumption, changing lifestyles and consumer preferences have considerably boosted the adoption of beer, owing to this companies in the region have grown considerably to feed such demand.

The market is fragmented as a large number of participates are engaged in catering to the surging demand of the region, the major players being Asahi Breweries Ltd., Heineken N.V., Anheuser-Busch InBev, Carlsberg Group, SABMiller Plc, Kirin Holdings Co Ltd.

5

DECEMBER 2020

GLOBAL PRODUCTION MARKETS

The largest beer producer in the world currently is China producing more than double the quantity of its nearest rival, the United States, as a result, China accounts for more than 20% of the global market share. China was the main producer of beer in production volume globally in 2019. In that year, around 376.53 million hectoliters of beer were fermented in China.

North America was the second-largest region for beer production, the United States was globally the second driving maker of beer in that year, at 210.88 million hectoliters. The US which accounts for more than 11% of the global market share now has over 7000 active breweries. Another country that has made significant progress in Mexico. Mexico has quickly climbed the global production charts to be ranked fourth on the global production charts. Mexico has seen a tremendous increase in its domestic production in the past decade or so. Its beer exports have doubled in the last five years, majorly due to the growing popularity of Grupo Modelo made Corona in the United States.

Despite having a modest level of beer production compared to China, many of the most famous and widely appreciated types of beer have their origins in Europe. For example, Hefeweizen has its underlying foundations in Germany, India Pale Ale was said to have been made by British brewers in the eighteenth century, and Pilsner is named after a town in the current Czech Republic. The global beer market is highly concentrated with a few companies controlling a large share of the total market.

The Belgian beer giant Anheuser-Busch InBev accounted for 31.4 percent of the global beer production in 2017. The biggest production regions for the company were in Latin America. Heineken, which is based in the Netherlands, also controls a large share of the global beer market, at 11.2 percent in that year. The growth that the Beer industry has enjoyed in the last half-decade is remarkable.

From the ever-increasing demand for craft beer to major socio-economic changes across the globe, the industry has witnessed quite a run, but the COVID-19 situation has proved that not even the best performing industries are crisis-proof in tough environments. The pandemic and our response to it have pushed drinking habits away from bars and into the home, away from tap takeovers and festivals, and toward Instagram Lives and Zoom bottle shares.

6

DECEMBER 2020

GOVERNMENT REGULATIONS

Selling liquor is one of the most profitable businesses in India for the hotel sector. However, obtaining a liquor license in India involves a lot of requirements, documents, intricacies, and procedures. A liquor license is, essentially, a license by which one gets permission to sell both alcohol and alcoholic beverages. A Liquor license is required If anyone wants to start a business dealing with manufacturing, sale or distribution of alcohol and alcoholic drinks.

As per schedule VII of the Indian Constitution, the subject matter of the state list includes alcohol.

Hence, the laws, rules, and regulations governing the sale and consumption of liquor vary from state to state. The five southern states of Andhra Pradesh, Telangana, Tamil Nadu, Karnataka, and Kerala together consume as much as 45 percent of all liquor sold in India. Twelve states, the five southern ones, Delhi, Punjab, Uttar Pradesh, West Bengal, Madhya Pradesh, and Rajasthan, account for 75 percent of liquor consumption in the country. Also, India has 5 dry states, Bihar, Gujarat, Nagaland, Manipur, and Lakshadweep where there is a ban on the purchase, sale, and consumption of alcohol.

Since liquor licensing is a state subject, each state has its own Alcohol Control Board. The laws regarding manufacturing and selling alcohol are specified by the State Excise Department since liquor is still covered under excise and not under the new GST laws. The broad types of liquor licenses in India are: Beer and Wine Liquor License–: Restaurants wishing to sell soft liquors like beers and wine go for this type of Liquor License. This license does not empower them to sell hard liquors such as whiskey, vodka, etc.

Restaurant Liquor License–: Restaurants wishing to serve any alcohol on their premises can go for this type of Liquor License. However, this license only allows up to 40% of the floor space dealing with alcohol.

Tavern Liquor License–: This type of license is necessary for businesses that offer food items but make at least half of their profits out of the alcohol sale.

Brewpub Liquor License–: This type of license is required for those who want to make their own wine and beer.

7

DECEMBER 2020

GOVERNMENT REGULATIONS

As an indicative list of the various types of licenses, below is a list of the liquor licenses that can be obtained in Delhi: L–1 License–: This License is granted to a company, partnership, society, or proprietorship firm, which is running a manufacturing unit. For inviting applications regarding Licenses, the State Excise Department issues a Public Notice in leading Newspapers and on the official website.

L–3 License-: Bottling Plants or Distilleries require this type of License. The State Government issues tenders for issuing this type of license.

L–6 License–: Retail vendors of Indian Liquor require this type of License. Further, the State Government grants this license only to selected undertakings.

L–9 License-: Any vendor dealing in the Retail sale of the liquor of a foreign brand requires this license.

L-10 License-: If anyone wants to get a license for the retail sale of both Indian and foreign brands of liquor, then they get it under L-10 License.

P-13 License-: Hotels, clubs, and restaurants can only obtain this license from the issuing authority.

This license provides permission to hotels, clubs, and restaurants who wish to serve foreign liquor on their premises while hosting any specific party or function on a particular day.

P-10 License–: This license grants permission to serve liquor at any specific function or party or anywhere in the city except public parks.

Others-: The government grants various other licenses, which includes L-11, L-12, L-15, L-16, L-17, L18, L-19, L-20, L-21, L-28, L-29, and L-30.

Given below is the cost of liquor licenses in Delhi: Temporary Liquor License–: this license can be acquired in case the liquor is served at marriage, events, or parties organized in a small town, where the population is below twenty lakhs. In this case, the liquor license will cost Rs. 10,000 if there are more than 100 members and Rs. 7,000 when there are below 100 members.

Serving Liquor License in Permit Rooms–: This Serving Liquor License in Permit Room costs Rs. 5,40,000 whereas, for a restaurant and beer shop this license costs Rs. 1,50,000.

8

DECEMBER 2020

HOW HAS INDIA’S BEER MARKET SHAPED?

For India, given the environment and market tastes, the beer industry has been very special. What consumers are searching for and their disposable income have changed rapidly, taking us to the growth of India's microbrewery company.

India's days as a lightweight could be coming to an end when it comes to drinking beer. In India's underdeveloped beer industry, there is tremendous growth and investment opportunity thanks to young and increasingly affluent customers, low baseline impact, and evolving cultural attitudes. Rising traction in the burgeoning craft beer industry in the country provides additional strength to its outlook.

Alcohol attitudes are changing, particularly among young urban-dwellers who like western beer and spirits.

Four Key Drivers for growth are: Young, increasing middle class: This burgeoning demographic would spend more on alcohol, as drinks are cheaper and more affordable to the general public, which has premium associations in India.

Low base effect: According to BMI, beer sales will increase in terms of volume at a compound annual growth rate of 7.5 percent between 2017 and 2021.

Changing cultural attitudes: In cities such as Delhi, Mumbai, and Bangalore, drinking in bars is' quickly becoming part of the social climate,' while alcohol use is still stigmatized in poorer rural areas where conventional conservative views prevail, BMI said.

Craft brews: With more than 80 microbreweries operating compared to only two in 2008, craft beer sales are 20 percent year-on-year.

9

DECEMBER 2020

MARKETING STRATEGIES

With the products prohibited from being marketed directly, the Alco-beverage industry also has to be on its toes when it comes to applying creative strategies to boost sales. Alcoholic products being marketed as music CDs and as a lifestyle is no secret but the hidden facet of this creative story is the Upselling and Cross-selling that happens in the industry. Upselling and Cross-selling are mainly applied by the restaurant sector, one of the major sources of revenue for the alcohol industry.

Upselling is a subtle sales technique where the seller urges the customer to purchase more, expensive items, upgrades, or other add-ons with an intention to generate more revenue. So, whenever you see an offer on premium beer, it is an example of an Upselling strategy. The underlying goal is that by selling each set at an additional price a higher average on customers' cheques can be achieved.

Often a couple of things happen when upselling goes well, as noted (i) the average spend increases, and (ii) the customer gets the opportunity to try something new or different than usual. The former guarantees tangible benefits in the short term whereas the latter enhances the customer experience and has a substantial impact on Customer Lifetime Value (CLV).

The second point of this story is Cross-selling, a sales technique used to get a customer to spend more in real-time by purchasing a product that’s related to what’s being bought already. This technique is also implemented in the restaurant sector when the restaurants offer combo meals with the drinks that are ordered.

So, whenever you see an offer suggesting that a draft beer goes with a pizza, it is the restaurant cross� selling you the pizza-beer combo. As the potential is huge and the combinations are endless, a lot of data churning can be involved in order to come up with good selling combos that are appealing to the customers and is hard to turn down.

These two strategies are made all the easier because in the food and beverage industry when people come in and sit down, they are already primed and predisposed to make a purchase and often look to staff for helpful guidance, insights, and suggestions as they find their way through the menu. Whereas, In the retail situation, customers come in, browse the shop, and leave without making a purchase.

10

DECEMBER 2020

THE COVID- 19 OUTLOOK

The fiscal year 2019-20 was characterized by a global economic slowdown, with the effect being even more profound in some developing economies, including India. India's real GDP growth declined from 6.8% in the fiscal year 2018-19 to 5.0% in the fiscal year 2019-20 as the financial sector's challenges that started towards the end of 2018 continued into 2019.

The consumption sector slowed down substantially in the fiscal year 2019, driven by a multitude of factors, including liquidity crunch, rising unemployment, and lower government spending in rural parts of India. With the consumption sector facing headwinds, the Indian alco-beverage industry too was characterized by low growth. Several challenges additionally impacted the sector, mainly the general elections and soaring input prices.

The year ended on a particularly weak note with the outbreak of the COVID-19 pandemic and consequent lockdowns leading to weak consumer sentiment and onset of recessionary-like conditions, and similar situations prevailed in the first two quarters of the new fiscal year. The impact of Covid-19 on the industry can be broken down into three major stages. First, when there was a complete lockdown across the nation and the business came to a complete halt.

The second was when the shops were allowed to open and additional taxes were levied on alcohol.

Lastly, when the lockdown was lifted, by that time, it had already opened the avenue of e-commerce for the alcohol industry. The lockdown completely derailed the sector, with both B2B and B2C verticals disturbed. The largest revenue generation sources of alcoholic beverages are service sectors such as bars, restaurants, clubs, etc. The revenue generation from the restaurant sector for alcohol comprises around 20 percent of alcoholic beverages' total turnover.

11

DECEMBER 2020

THE COVID- 19 OUTLOOK When the Retail outlets were allowed to open, a heavy cess was levied on the alcohol to boost government funds. Andhra Pradesh with 75% and Delhi with 70% were among the ones with the highest cess imposed. Despite the cess, long queues were noticed outside shops.

The industry happened to meet one of its most disruptive development when states started to allow home delivery of alcohol. Something which was prohibited entirely till now. With the e-commerce avenue now available for the industry, it can expand beyond its traditional business models. It can also give a significant boost to the e-commerce industry.

As the lockdown started to be lifted in phases, the business began to get back to normal on the industry's retail vertical. The state governments also lifted the additional cess.

Though in the vertical dependant on the service sector, things are still off steam as people have restricted outdoor movement, and the tourism sector is also heavily affected. Indian liquor sales are likely to fall by 35-40 % in the current year in volume terms due to the COVID cess and the ban on onpremise sales in bars and restaurants.

Having said that, favorable demographic trends and structural positives in the Indian economy hold promise for the liquor consumption story in India in the medium to long term. Amongst a multitude of demographic and socio-economic factors driving growth, India's young demographic profile and low level of alcohol penetration are key growth drivers for the sector.

In 2020, India will have one of the youngest populations globally, with an average age of 29, compared to 37 in China, 45 in Western Europe, and 48 in Japan. So, it can be said that the alco-beverage industry can be slowed down but it can’t be stopped.

12

DECEMBER 2020

FUTURE OF THE BREWERY INDUSTRY IN INDIA

The expected growth rate- 4.7% CAGR for the next five years. This expectation's biggest reason is the continuously growing beer-bar culture in India prevalent among the age group of 20-45 age group. The cities that see this growing trend are increasing from a handful of Tier-1 cities like Delhi, Mumbai, Bangalore, etc. to Near capital regions, Chandigarh (which is continuously showing potential for growth in upcoming years), Nagpur, etc.

The central part of the growth will come from the local breweries that are providing craft beers in their regions that are seriously taking care of the taste buds of the customer. The development of brand loyalty in this sector will hamper significant beer manufacturers' growth prospects like united spirits that hold a 44% market share.

Macroeconomic factors like growing disposable incomes in the next five years will lead to this sector's growth. Since it is a type of Veblen good and hence as more and more enters the middle and uppermiddle class. With an expected increase of 3.05% CAGR adding to the size of the middle-income group in India. It means adding around 30-40 million people. The average consumption is 11% in Indian society. Assuming 10% consumption in the additional population in the next five years, the sector can expect an addition of 3-4 million customers in the segment.

Gender Neutrality- Earlier, the primary consumption was from the male society of the population, but now its consumption is increasing among society's female section.

Tax-burden- The majority of India's industry taxes are controlled by the states that range from 40% - 95%, with an average growth of 5% in taxes. The cost of doing business will increase in future years with more, and the newer startups will face more difficulty in the coming years for the growth and the profits hampering the supply and the cost to the customers in the long run.

Social Implications- The use of alcoholic drinks is considered culturally unacceptable and hence going to pubs, bars, etc. is regarded as a negative thing in the personality. The cultural shift to the adoption of alcohol is prominent in the country for the last few years, which creates a positive point in the sector's future growth prospects.

Flavors and Packaging- The shift towards cans and glass bottles are quite visible in the sector. From lemon, orange, pineapple to chocolate, vanilla. Every season new taste is added.

13

DECEMBER 2020

FUTURE OF THE BREWERY INDUSTRY IN INDIA

State restriction- Banned in Bihar, Gujarat, Mizoram, Nagaland, Lakshadweep. These bans show how tightly the sector is controlled and how the distribution is clearly in their hands. With rising online delivery service in the industry, permissions will be one of the most prominent factors if the sector is expecting growth like China, the US. Rural consumption- Although the disposable income in the region is low as compared to the urban sector. The area has three times the average consumption at 11.2 liters/year compared to 4.2 liters/year in a metropolitan area. This area provides a vast opportunity for growth in the sector.

Non-Alcohol beer – As evident from the above, several states have banned beer consumption due to social and religious factors. Significant investments in the Non-alcoholic segment will be seen in the future, which will open the sale in lower age groups and banned states. Craft beer manufacturers had started exploring this part of the segment, Coca-Cola launched Barbican (malt-based drink) in 3000 cities in India.

Environmental Factors- Historically, the water wasted to beer ratio was 10:1. The major player in the UK, the US, is claiming to reduce up to 3.5-4 per liter of beer production. Various methods like SmartDispense systems, using wastewater for agriculture which is rich in nitrogen and minerals, aligning the trees in the forest to reduce the energy used for cooling, and then using the water stored during rains for the production of beer are some of many innovations which are expected to be seen in the future, especially in India where water scarcity is a big problem.

14

DECEMBER 2020

EMERGING TRENDS

The brewers have brewed some new, creative beer themselves with endless travel logs and exploration treks and fuelled the homecoming of micro-breweries. India, inspired by developments from Europe and the US, is rapidly developing its own craft beer culture. Although the craft beer industry in India is still nascent, the All India Brewers Association reports that sales of craft beers are rising at 20% y-o-y.

Unlike beers made on a large scale, craft brews are produced using specially curated recipes, not formulas, in small batches. Hence the 'craft' name. Some of them aim for a much higher cause, in addition to making big moolahs, to empower local communities and protect natural resources.

Examples: Kimaya Himalayan, which has several breweries set up in Uttarakhand, manufactures of brands such as Tavira and BeeYoung.

In their premium YavirÄ brew, Kimaya Himalayan Beverages uses locally produced and directly sourced basmati rice.

Kati Patang, another Himalayan brew, bottles some zesty amber ale with Indian emotions. Brewed in Bhutan and sold in Delhi exclusively. Kati Patang emphasizes the importance of water, like many other craft breweries in the region.

Simba Beer, made in Chattisgarh, uses local rice and treated water from a nearby river.

Funding-: Most of these breweries are backed and powered by enthusiasm by venture capitalists. In 2018, Bira91, which has about 6% of the market share, raised about $50 million from Sofina and $4.3 million from Sixth Sense Ventures. Witlinger, which started its Chhattisgarh bottling plant, raised an undisclosed sum from two HNIs and expected to sell a minority stake to raise $7 million in 2018.

Path ahead-: The scope for craft breweries in India largely depends on the beer industry's healthy growth pace. For bottling craft beer, which is also proportional to growing volumes and production size, establishing a cold chain supply is necessary, with working capital to develop the brand. The stringent and unreasonable state government regulations and licensing dilemmas, the increasing cost of raw materials, and limited infrastructure are some of the major issues that plague the craft brewing industry.

15

DECEMBER 2020

EMERGING TRENDS

Non-Alcoholic Beer: Industry players continued to explore the huge opportunity for non-alcohol beer in India during 2019, especially in states such as Gujarat, Bihar, Nagaland, and Lakshadweep union territory, where alcohol is not available to consumers. These products target Indians who do not drink or have no access to alcohol and provide an additional lighter alternative to existing consumers. UB Group launched Anheuser-Busch InBev India with Kingfisher Radler, a non-alcohol beer, following the launch of Budweiser 0.0 and Hoegaarden 0.0.0 in 2019.

Such launches were also motivated by a transition of consumers moving away from sugar-laden carbonates to cold non-alcoholic drinks that provide refreshments to the customer. Brewers are also aiming to tap into changing patterns in consumption and increasing demand from young, legal drinkingage customers. It also targets consumers who, for religious reasons, do not drink alcohol and others who abstain, with non/low alcohol beer likely to cater to these customers.

Non-alcohol beer variants were introduced by a few Indian craft drink manufacturers, while Coca-Cola Co also launched Barbican, a non-alcohol malt-based drink in 3,000 stores in metro cities after acquiring a 50 percent stake in the Aujan Industries' beverage division based in the Middle East.

Top export destinations of "Beer made from malt" from India in 2019:

Top trading partners (import of "Beer made from malt") of India in 2019:

United Arab Emirates with a share of 46% (18.5 million US$) Singapore with a share of 30% (12.1 million US$) Bahrain with a share of 5.56% (2.22 million US$) USA with a share of 5.29% (2.11 million US$) Malaysia with a share of 5.27% (2.1 million US$)

Mexico with a share of 30% (3.52 million US$) Belgium with a share of 26% (3.01 million US$) Singapore with a share of 9.01% (1.03 million US$) Bhutan with a share of 6.25% (717 thousand US$) Germany with a share of 5.02% (576 thousand US$)

16

DECEMBER 2020

Follow us at:

Website: www.iimshillong.ac.in/student-life/student-clubs/conquest/

Instagram: https://instagram.com/conquest.iims?igshid=dcu3kj4nxh3v

Facebook: https://www.facebook.com/ConQuest.IIMS/

LinkedIn: https://www.linkedin.com/in/conquestiims

Write to us at: conquest@iimshillong.ac.in

All rights reserved with ConQuest