Punjab is a state that is synonymous with a vibrant culture, spirited celebrations, and a deep-rooted love for traditional foods and drinks. While Punjab is known for its affinity towards stronger spirits like whiskey, rum, gin, etc, the state is witnessing a shift towards a massive chunk of the population that celebrates beer just as much as hard liquor.
This International Beer Day, which is observed on the first Friday of every August, Slurrp did a deep dive to get into the shoes of Punjabi bars, breweries, and the audience. Read on this exclusive article to look at the rising trend and some of the common challenges faced by beer breweries in Punjab.
From Hard Liquor To Beer: Punjab’s Shift In Spirits
“Traditionally, the region has had a strong preference for hard liquors like whiskey and rum. However, there has been a noticeable shift as more Punjabis have begun to appreciate the nuances of beer. This evolving palate is evident in the increased consumption and the variety of beers now available. People are exploring lighter and more refreshing options, and beer has gradually become a staple at social gatherings and celebrations. This change indicates a broader cultural evolution, where diversity in alcoholic beverages is not only accepted but celebrated, making beer an integral part of the social experience,” says Kavish Khurana, the Founder of Elgin Hospitality.
Adding to the fact, Anish Tyagi, the F&B Manager at Taj Chandigarh, states, “Over the past 5-10 years, beer consumption in Punjab has notably evolved. The state has seen a shift towards beer, especially among the younger population. This change can be attributed to several factors:
Firstly, there has been a growing preference among the youth for beer due to its lower alcohol content and the more casual, social drinking experience it offers. Secondly, urbanisation and lifestyle changes have played a significant role, with beer becoming a popular choice in the state's rapidly modernising cities and towns. Additionally, the increased availability of a wide variety of beer brands, including both domestic and international options, has broadened consumer choices. The emergence of craft breweries and microbreweries has further diversified the market, attracting beer enthusiasts with unique and locally brewed options.
Marketing and promotional efforts by breweries and beer companies have also intensified, positioning beer as a trendy and fashionable beverage. Events and festivals centred around beer have contributed to its growing popularity. Even at Taj, to celebrate International Beer Day, we are offering a lucrative 1+1 offer, which would make way for new clientele. While hard drinks continue to hold a strong presence in Punjab's drinking culture, the rise in beer consumption reflects broader shifts in preferences and lifestyles, indicating a more diverse alcoholic beverage market in the state.”
Popular Types Of Beer In Punjab
As per Simran Kaur, the Beverage Manager at JW Marriott, Chandigarh, “In Punjab, the popularity of beer is on the rise, with certain types of beer becoming particularly favoured among customers. Light lagers, IPAs, and wheat beers are among the most popular choices. Light lagers are appreciated for their crisp and refreshing taste, making them a common choice for those looking for a milder beer. Wheat beers, known for their fruity and sometimes spicy notes, are also gaining popularity, particularly among those who prefer a lighter, more refreshing beer.”
Nikhil Jamwal, Mixologist at Olive Cafe & Bar, Chandigarh, another loved bar amongst the youngsters of Tricity, says, “At Olive Cafe & Bar, our guests particularly enjoy our selection of lager and draught beers. These offerings stand out for their refreshing flavours, especially in this season, making them the top choices among our patrons.”
Supporting the local breweries, the F&B Manager at Taj, Chandigarh, Anish Tyagi, adds, “We offer several locally brewed beers that have gained significant popularity in the region. Brands like Bira 91, Kingfisher, and Simba are prime examples. Bira 91 is known for its unique flavours and contemporary appeal. Kingfisher remains a classic favourite with its smooth taste, and Simba is appreciated for its craft beer quality and distinctive brews. These brands have developed a strong following among our customers, contributing to the vibrant local beer scene.”
Challenges To Promote Beer In A State Known For Hard Liquor
While some bars and breweries have cracked the code and appealed to the audience, many local spots face challenges in promoting the spirit in Punjab due to the hard liquor preferring citizens.
Sarika Varshnei, Chief Growth Officer at Latambarcem Brewers, shares, “Our products were available in Punjab for a short period, where they were very well received. However, due to regulatory norms, we had to discontinue. Operating in a region like Punjab, which has a strong preference for hard drinks, presents unique challenges. Regulatory policies can be restrictive, making it difficult to introduce and promote new beer products. Additionally, there is the challenge of changing consumer perceptions and preferences, which traditionally lean towards spirits. However, we are optimistic that with innovative offerings, we can carve out a niche for our craft beers.”
Agreeing to the challenges, Sunny, the Bar Manager of Lord Elgin, Amritsar, says, “Operating a bar in Punjab, a region traditionally dominated by a preference for hard liquors, presents unique challenges. One of the primary issues is the limited availability of high-quality local beers and microbreweries, which restricts variety and consumer choice. Additionally, changing the entrenched consumer preference for hard liquor to embrace beer requires a strategic approach. At Lord Elgin, we see these challenges as opportunities to innovate and diversify our offerings. By introducing unique beer experiences, such as beer cocktails, we aim to broaden the palate of our patrons and offer them new ways to enjoy their favourite beverages.”
How Are Beer Breweries Competing In Punjab?
Addressing the common challenges, Kavish Khurana and Sunny from Lord Elgin, Amritsar reveal, “To effectively compete with the strong presence of hard liquor brands in Punjab, Lord Elgin has developed a distinctive beer cocktail menu. This innovative offering combines the bold flavours of traditional cocktails with the refreshing qualities of various beers, creating a unique and appealing experience. Our beer cocktails are crafted to maintain a balanced ABV (Alcohol By Volume) percentage, providing a rich, flavorful experience without the intensity of stronger spirits. This approach not only attracts beer enthusiasts but also entices traditional hard liquor drinkers to explore new tastes. By offering a creative and enjoyable alternative, we enhance customer satisfaction and provide a unique niche in the market.”
On a similar approach, Sarika Varshnei, Chief Growth Officer at Latambarcem Brewers, adds, “To compete with the strong presence of hard liquor brands in Punjab, we are introducing Super Maka, a 15% ABV powerhouse that redefines the boundaries between beer and wine. This innovative beverage combines the power of wine yeast with a smooth and potent taste, offering flavours that are astronomically adventurous with a subtle touch of wine-like dryness. Super Maka is perfect for those with daring palates who crave a truly out-of-this-world experience. This beverage provides a delightful and effortless drinking experience enriched by its strong personality and daring flavour.”
The Road Ahead For Beer In Punjab
“There has been an increase in the number of local breweries in Punjab over the past few years. This growth can be attributed to several factors. To name a few, there is a growing trend among consumers towards craft beers and unique brewing styles, which has driven the demand for local breweries. There is a cultural shift towards more social drinking experiences, which includes enjoying a variety of beers in a casual and relaxed setting,” says Simran Kaur, Beverage Manager, JW Marriott Chandigarh.
Sarika Varshnei, from Latambarcem Brewers, also shares, “The burgeoning craft beer scene in Punjab is a testament to the evolving tastes of consumers. Factors such as increased disposable income, a growing middle class, and a desire for artisanal products have contributed to this growth. We see this as a positive development, as it creates a more dynamic and competitive market.”
Looking at the trends and testaments from the top bars and experts in Punjab, there seems to be an upward trend in the adaptation and popularity of beer in the state. With the younger generation inclined more towards clubbing and breweries, the future of beer seems to be bright for locally crafted beer as well as global brands.