British ales to slick Indian throats soon

What the premium scotch is for whiskey drinkers, ale is for those who love beer. And British brewers are all set to pour ale into India's top hotels and bars, targeting the higher end of the social strata.

Premium British ale brands such as Abbot Ale, Fuller's London Pride, Broughton, St. Peter's, Spitfire and Hobgoblin Ale are expected to make their entry into the hotels soon.

Ale, the generic term used for all top-fermented beers, requires lesser time to brew than the traditional lager. The premium ale, therefore, is also twice as expensive as the beer.

According to British ale makers, ale has some advantages over Indian beers. "Our ale will be available in a rage of flavours -- mild, bitter, best bitter, India pale ale, strong ale, barley wine, porter and stout -- and hence provide a large variety for the Indian palate. The consumer can also choose on the basis of alcohol content," said Howard Dix, export sales controller, Refresh drinks brands, Wychwood Brewery.

At a recent beer showcase hosted by the British High Commission, as many as seven British companies showcased a range of beer and ale brands. Introducing ale to the Indian market, known for its preference for strong beer, would be a daunting task for the British companies but they are making no bones about their plans in India.

Janet Witheridge, deputy director, Brewing British Beer Pub Association, says, "With the Indian economy burgeoning, we see great opportunity for exporting our lager and ale to India. The young Indian today has higher disposable income and is open to experimenting spending an extra buck on a premium offering. It is this consumer we are looking at to establish oureslves. We hope that by 2010 we grab a 4 per cent share in the Indian market."

With beer sales in the country clocking a 27 per cent growth in 2006-07 and the decrease in additional customs duty on liquor, the Indian beer market is opening new vistas for foreign beer exporters. The British offerings seem to have already scored well with the local distributors. "After sampling some of their offerings, I hope to distribute at least 2-3 of them here. Factors like unique packaging and a 500ml offering, which are new to India, will help in sales," says Harshan Singh Munjral, director (distribution), Munjral Brother," he adds.

The positive feedback has companies thinking of brewing their ware in India in the future. "You can't become a big player till you go local. So once we have established our brand with the right distributor, we hope in another 3-5 years we can tie-up with a local brewery," Dix says.