With the urban Indian discovering the delights of artisanal beers, the fledgeling microbrewery industry has made a foothold in the Indian alco-bev industry in recent years, with new age entrepreneurs like Javed Murad, founder, White Owl Brewery, redefining the fine craft of brewing By Sudipta Dev
While the business of craft brewery has always been popular in Europe and the US, the centuries old tradition of microbrewery has been finding steadily creating a niche in India, catering to a clientele who are keen to explore new and innovative brews. In many ways revolutionising the Indian beer market, the microbrewery industry has grown in select urban centres like Bengaluru, Mumbai, Pune and Delhi. It gave an opportunity to a new breed of entrepreneurs like Javed Murad, founder, White Owl Brewery in Mumbai. “The complete absence of craft beer in India presented a compelling opportunity, especially when compared to the broader US and European markets where handcrafted/ artisanal brews are well established and widely available products, and part and parcel of any beer drinker’s consumption choice,” says Murad.
Indian beer lovers, particularly those in metros, have always been aware of craft beer though they have had a hard time accessing it, in particular at affordable rates. Murad points out that the emergence of local craft breweries has changed that dynamics completely.
The clientele ranges from those who are very well-travelled/ exposed (and extremely happy to have readily available craft beer) to those who are naturally curious and always thrilled to try something new. “Throw a few experimental brews into the mix and we have a lot of overall excitement for and chatter about craft beer across all sorts of age-groups,” adds Murad.
Handcrafted brews
As a microbrewery, White Owl Brewery takes great pride in handcrafting the finest brews that India has ever seen. The biggest brand differentiator, believes Murad, is the relentless focus on product quality and portfolio diversity. “In other words, we regularly brew multiple styles of top quality beer using only the finest of natural ingredients from around the world that cater to a whole host of people. For those who are new to the world of craft beer, we have Diablo, our Irish Red Ale with a neat caramel finish and Halcyon, our light and summery German Hefeweizen. Both these brews are delicious and really easy on the palate. Seasoned beer drinkers looking for more complex flavours can choose between Shadow, our dark English Porter and Torpedo, our punchy and very citrusy American Pale Ale,” states Murad, adding that they also do some ‘experimental’ brews that in the past have included Bumble, a Honey Pale Ale and Alfie, a Mango Ale.
White Owl artisanal beers include Shadow, an English Porter (with strong roast and mild chocolate flavours); Halcyon, a popular German Hefeweizen (with banana and clove flavours); Torpedo, a punchy American Pale Ale (with a strong citrus flavour); Diablo, an Irish Red Ale (with mild caramel and roast flavours); Ace, a dry French Apple Cider. Each variety of White Owl Beer has crisp, complex flavours, distinct aromas, an alive, inviting appearance and smooth texture. “Moreover, White Owl Beer – unlike mass-produced counterparts – is completely free of adjuncts, artificial flavours, synthetic colours and preservatives and is brewed under the leadership of a highly-experienced and internationally-trainedbrewing team,” states Murad. White Owl Brewery recently launched a brand new Munich Lager, Outlander (with moderate sweet malt flavour) for Oktoberfest.
The artisanal brews are available not just at the flagship restaurant-brewery but also on tap at more than 20 prominent bars and restaurants across Mumbai with many additional establishments in the pipeline. “Our mantra is to maximise the awareness and availability of our White Owl Beer across the country beginning with Mumbai. We will begin pouring at a few select locations in Pune shortly. Early next year, we aim to launch a packaged version of our craft beer that will allow us to tap into wider and more traditional distribution in Maharashtra. We are also evaluating a couple of exciting geographies in both North and South India and expect to enter these markets shortly. All in all, we are keeping ourselves very busy but are also having a lot of fun in doing so,” mentions Murad. The craft beers of the brewery are available on tap at The Bombay Gymkhana, Fort; Otters Club, Bandra; The Good Wife, BKC; Social, Palladium Mall, and other establishments.