SYNOPSIS

ON
BEER
COMPILED BY:
CHANDRA KUMAR SINGH
B.SC (H&HA), 3
RD
YEAR
NCHMCT ROLL NO. 090711
IHM CHENNAI
INTRODUCTION
The increase in the number of five star hotels has fuelled the popularity of good quality
beer, since the hotels service a large number of foreigners who know and drink these
beers. Slowly, the awareness is rubbing off locally, she says.
But it is a slow process, says Ankur ain, proprietor of !elhi"based #erana $mports
which, in the %& months of its e'istence, has put together a portfolio of () beers
including *erman, Belgian and American craft beers. +Beer in $ndia at this point is
where cars were in %,,%, he says. +-e know what they are, so to speak, but not the
variety of them.
strange brew.
As of now, beer doesn.t really occupy a hugely important place in our lives in $ndia. As
a nation, our per capita consumption of beer is a mere % litre, whereas in countries like
#hina, it is /( litres. And 01 per cent of all beer consumed in $ndia is generic strong
beer, mainly lager.
The latter is a legacy of the British who introduced beer in $ndia in the first place. But
in $ndia, where the heat tends to spoil beer fast, they essentially stuck to lager 2 and so
have we, so far.
+The tragedy for the $ndian beer drinker is that beer has been commoditised, produced
on an industrial scale and the selling pitch has been low price and high alcohol,
e'plains ain. +But worldwide, the perception of beer is that it.s a gourmet drink and
craft beers are preferred over industrial.
#raft beer is beer that is brewed in small quantities, using traditional methods and high
quality ingredients. $t is also referred to as artisanal beer. $n $ndia, craft beer is a very
recent innovation 2 only one company does it so far, 3ittle !evils, a venture set up by
an Australian company in $ndia 2 plus the few microbreweries that e'ist.
4ostly the craft beers we get here are imported. That was quite a challenge, say beer
importers. 5irst, our perception of beer had to be changed. And then import duty was
steep, so were state duties and ta'es, and so imported beers were four to five times
more e'pensive than what we had here.
6ow the going is much easier, they say. +-heat beers and Trappist beers 7beers brewed
by the monks of Trappist monasteries8 from Belgium are very popular with $ndian
drinkers, says ain. +But $ndians are still only acquainting themselves with the variety
that.s out there. 5rench varieties like Saison, $ndia 9ale Ales and Black #offee Stout
from the American company Brooklyn Brewery are also popular.
The pints aren.t cheap 2 :s %0( to ;)) from the shops, and much higher in pubs and
restaurants and yet, strikingly, ain.s sales have been higher 70) per cent8 in case of the
latter.
OBECTI!ES
To find out Scope of $ndian Beer in <otel.
To ='plain the *rowth of Beers among $ndian 9eople.
To find out popularity of $ndian Beers around the world.
To ='plore 9opular Beers Brands of $ndia.
To !escribe the method of 9reparing >arious type of Beers.


METHODOLOGY
1. !esk research, which includes? books, $nternet, maga@ines and Aournals.
2. Through personal and telephonic interviews.
3. Through correspondence with e'port managers, owners of vineyards and eminent
people in the industry by means of e"mail and paper mail.
4. By attending shows, seminars, lectures, talks, forums, etc.
LIMITATIONS
%. 6on"availability of appropriate books regarding the subAect.
/. 6on"availability of appropriate practical knowledge regarding Beers.
;. #ontradictory statements regarding Alcohol in different books.
B. 3ack of opportunities to solve queries regarding Alcohol.
(. Since the subAect of Beer is a very new one, gaining knowledge from the people
concerned was very difficult as few e'perts are available in this field.
1. Trying to gain access to these e'perts to interview them was another problem.
CONCLUSION
$n $ndia, pint"si@ed bottles have been an e'ception rather than the rule. $n fact, ,,C of
beer consumed is from 1() ml bottles. This was in tune with the trend in other
developing countries.
$n %,,;, Dingfisher 3ager took suit and was introduced in cans and pints in 4umbai.
<owever, 5oster.s entered the market with both si@es, though pint"si@ed 7;;) ml8
bottles are more aggressively promoted. +-e want to establish 5oster.s as an
international premium lager beer. Therefore, the international packaging and si@e,
Austifies 9radeep *idwani, 4anaging !irector, 5oster.s $ndia 3td. 0)C of 5oster.s sales
come from the pint"si@ed market and we enAoy ;%C of the market in 4aharashtra.
$nitially, we plan to "#$%&' ($) *)(+$&, (%"- .% M#'#)#/',)#. Then we will 0(12
(%,( G(# and /$3/24$2%,"- into A%+')# P)#+2/' #%+ P(%+.&'2))-. -e can start
moving towards D2"'. .% 523)$#)- 6007. 9lans to venture into H.0#&'#" P)#+2/',
P$%8#3, H#)-#%# #%+ U,,#) P)#+2/' can ,'2% commence.
Eur company has decided to /,#- (99 ,'2 /$))(:#,2;#+12),./.%: )($,2 7which is
necessitated by restrictive advertising laws8 and &(%&2%,)#,2 (% /*(%/()/'.*/ #%+
(,'2) *)(0(,.(%#" #&,.1.,.2/. $n a cricket"cra@y nation, the alternatives are not too hard
to findF &).&<2, #%+ 5()0$"# O%2 )#&.%: are the two chosen vehicles for brand
endorsement.
-e set up a %.( hecta"litre manufacturing capacity in Aurangabad becoming the first
international brewery to set up manufacturing facilities in $ndia. All other players have
opted for the licensing and royalty arrangements route. This gives the company control
over the operations and of course a logistical advantage
5or Gnited Breweries, its online facility is making a huge difference. All consumers
need to do is log on to www.kingfishernetshop.com and get their beer " a minimum of
si' bottles " home"delivered. According to GB3 Branch 4anager S. !iwakaran, the
move has been a big draw with info"tech professionals and HdiscreetH women drinkers.
The online outlet apart, much of the beer boom has been through sales from some %,1))
shops, and not pubs and bars. -e think a similar (%".%2 9#&.".,- 9() *)(0(,.%: #%+
9#&.".,#,.%: ,'2 /#"2 (9 ($) *)(+$&, will help not only in the advancement of the
product itself but will also go very well with the image of the product, while cutting
into GB.s Ivirtual monopoly. as the target audience of such a feature is more in tune
with the 5oster.s brand image.
BIBLIOGRAPHY
INTERNET
www. *oogle.com
www. ask.com
BOOKS
-ine J Beer
TEACHER
M#:#=.%2
5irst Step
Today.s Traveller
Eutlook Traveller
N2>/*#*2)
The Times of $ndia
<industan Times

?UESTIONNAIRE
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