Premium beer sales surge in India as craft brands gain traction

BENGALURU: Premium and craft beers are gaining popularity in India, with brands like Guinness and Peroni selling out quickly. The market share of premium beers has increased to 11.8% in 2023, up from 8.4% in 2019. Consumers are willing to pay more for unique flavors and styles. Companies are introducing innovative products, such as Som Distilleries' twist-cap Woodpecker beer and Geist Brewing's range of craft beers, which use high-quality ingredients. The growth of the premium beer segment is outpacing mass-market options, with super-premium craft beers expanding by 40-42% annually. However, some industry experts caution that there are limits to how much beer can be premiumized compared to spirits and wines.