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Who doesn’t love a chilled glass of beer to guzzle down. And yes Mr. Manu Gulati, Founder, Strategist, and Master Brewer, Effingut Breweries Pvt Ltd. Over the years has made sure that some legendary craft beers are served across the country. Manu’s love for travel across thre globe introduced him to craft beer in Europe, where he fell in love with the drink’s artisanal roots. Manu found how the art had witnessed a resurgence after being almost wiped out, and learnt about balancing age-old recipes with new-age experimentation. This led him to Brewlabs, UK, where he completed a residential certification in practical brewing, a skill he continues to apply at Effingut. Today he seeks to bridge the gap between continental and local palettes while guiding Indians toward craft beers.
In a quick chit chat with HTSlurrp he shares his passion and way forward with the brand
What is that thing about beer that keeps you up and going?
Ans. Craft beer is my bread and butter. My first experience with craft beer was during my travels to England and the first thing I said to myself was “This is f***ing good”, hence Effingut. I was convinced this experience needed to come to India. The authenticity, the community and the opportunity to effect change to the beer market in India as we know it today keeps me going.
How do you see and foresee the trend of Craft beer in India
Ans. The beer market, the world over has considerably matured and is seeing a very slight growth year on year. Craft beer however is growing dramatically across the world and India is one of the leading growth engines. The craft beer market is currently valued around 1000cr and volumes are slated to grow 108% by 2025. It is estimated to grow between 3500-5000cr in the next 5 years.
How did the brand survive the lockdown?
Ans. We wanted our customers to spend the lockdown(s) with their favourite Effingut craft beer and to make this happen, we worked with the Maharashtra government to set a new policy to retail craft beers using growler stations. These are served in 1 litre and 2.3 litre growlers and were being delivered to homes across Maharashtra in an entirely contactless way.
What is the secret behind freshly brewed craft beers and the variation in flavours
Ans. Best ingredients, no preservatives, attention to detail and absolutely no shortcuts? Beer, the way it was supposed to be made.
Tell us something about the diff flavours and beer style that Effingut has to offer?
Ans. Craft beer has various styles originating from different parts of the world. We have created and served upwards of 150 styles at our experience centres. These are broken into 2 categories – Ales and Lagers. We also serve ciders and meads and were the first to bring meads to the Indian market. Some of our absolute blow away sellers are the likes of the Hefeweizen (A German wheat beer), Very Berry Cider, Sorachi Ace Saison all of which have won awards at an international level. We also do some experimental styles such as the barrel aged Hefty Braggot. Wheat beers, Lagers, Ciders, Meads, IPA’s, you name it, we have a style for you!
Though Effingut has already made its mark in other cities, why did Delhi get the taste so late?
Ans. Excise rules are fragmented in India and work very differently in every state you enter. Entering Delhi was a strategic move as soon as we received a green light on the craft beer policy they implemented. While it’s still at a very nascent stage, other states like Rajasthan, Punjab, Goa and many others are opening up to craft beer and we’ll make our mark there as well very soon.
Tell us about the technology and process that goes into filling bottles to-go for consumers and the signature Effingut taste for which it is known?
Ans. Light and oxygen are the two known enemies to beer. We take measures to keep these away. During the pandemic, we created a growler filling line available at all E2Gos. All oxygen in containers are perched out and counter pressure is created in the container with Co2. This Co2 is slowly removed while fresh craft beer replaces it.
Any advice for the future beer brewers and enthusiast
Ans. Craft beer is a very inclusive space. We ourselves encourage people to come to us for an internship for a period they choose. Brewers should actively reach out to us and other craft brewers around the country to better understand the space. Although, in India this is still majorly an F&B play and they should take cognisance of that. A word of advice from me would always be to stay true to the craft. No shortcuts.
