In a bid to capture the market that matters – the younger generation – beer brands are pushing boundaries to introduce unique and refreshing flavours. From mango to tea, lemon to chocolate, the new offerings might even change your opinion about the popular alcoholic beverage and summer hotseller.
Recently, United Breweries, India’s largest beer manufacturer, expanded its Kingfisher portfolio by launching two new variants – ‘lemon masala’ and ‘mango berry twist’. Offering consumers a unique twist on beer, the new flavours draw inspiration from the vibrant energy of Indian cuisine and street culture. “India is at an exciting stage where consumers, especially Gen-Z, are looking for new experiences.
Flavoured beers tap into this curiosity and openness to experimentation,” said Vivek Gupta, managing director and chief executive officer of United Breweries, which delivered a solid performance in Q3 FY25 with total volumes accelerating to 8%. “Our momentum in the premium category continued with volume growth rising by 33%, bringing the YTD growth rate to 35%. There’s been market share gains for the quarter, both on an overall basis as well as in the premium segment,” he explained.
With the growing pride in local flavours and willingness to explore premium options, Gupta sees significant growth potential for this segment. “There is also an increased interest for beers with low bitterness, making flavoured variants a preferred choice,” he added.
Similarly, Goa’s Latambarcem Brewers recently announced a partnership with Taiwan’s Jim and Dad’s Brewing Company to produce what it claims to be India’s first bottled ‘tea beer’, Maka di OoLong Blanche. “The idea behind our tea-infused beer was to bring together the best of two of the world’s most beloved beverages — beer and tea. By carefully balancing flavours, we have crafted a brew that offers both depth and refreshment, ensuring that neither element overpowers the other,” said Aditya Ishan Varshnei, CEO of Latambarcem Brewers. “Our goal was to create an authentic, world-class beer perfect for those who appreciate sophistication in every sip while still craving a light, invigorating drinking experience,” he added.
It’s exciting to see consumers becoming more experimental and open to innovative flavours, as per Atul Kumar Singh, co-founder and managing director of homegrown beer brand Lone Wolf. “The change is largely driven by a growing curiosity among consumers, especially younger ones, who value novelty and uniqueness. There’s an undeniable desire to move beyond the usual and explore something unconventional,” he added.
Since its inception in 2022, Lone Wolf’s approach to flavour innovation has been meticulous and thoughtful. Its Lone Wolf Alpha variant, for instance, was designed to offer a refreshing burst of citrus and coriander flavours with a lighter body, making it perfect for summer refreshment. “Each flavour development at Lone Wolf is a calculated decision, balancing consumer demand, brand identity, and innovative brewing techniques,” added Singh.
Today’s consumers don’t just drink beer, they explore it. “Additionally, food and beverage pairings have played a big role in changing how people approach beer. The rise of experiential dining and mixology culture has made people more adventurous, seeking new flavours that offer complexity and depth,” said Ishwaraj Singh Bhatia, COO and co-founder of Simba Beer, a popular homegrown beer brand that has been crafting products that are bold and flavourful.
Simba Stout, for instance, is known for its rich, dark, and roasted malt profile with hints of coffee and chocolate. Meanwhile, Simba Wit is a refreshing Belgian-style wheat beer with notes of orange peel and coriander, perfect for those who enjoy a smooth, citrusy brew.
India’s rich biodiversity of seasonal ingredients presents an exciting opportunity to craft unique offerings that resonate with local palates. Bengaluru-based brewery Geist Brewing Co, for instance, taps into this space by introducing seasonal and limited-release beers that keep the craft beer experience fresh. It has developed creations like the Geist Kala Namak Jamun Ale, which pairs the tangy, salty notes of black salt with jamun — an ingredient deeply rooted in Indian taste traditions.
Similarly, the Geist Cucumber Sea Salt Lager offers a crisp, refreshing profile, perfect for warm climates. “These beers go beyond introducing new flavours — they create cultural connections, making craft beer more accessible and engaging for a wider audience,” said Narayan Manepally, CEO and co-founder of Geist Brewing Co, a 10,000-sq- ft brewery that produces about 200 kilo litres of beer every month.
The trend of beer brands experimenting with unique ingredients is not something new, though. Last year, homegrown craft beer company Bira 91 launched ‘Chutney Sour’, a limited-release beer inspired by the flavours of Indian street food and brewed with tamarind, a key ingredient in chutneys. Similarly, in 2022, the company came out with four new flavours — ‘Bollywood IPA’, ‘Kokum Sour’, ‘Brown Ale’, and ‘Mango Lassi’. Launched under the ‘Imagined in India’ portfolio, the idea behind the new flavours was to “bring together the many flavours of India and its creative energy fuelled by emerging artists, entrepreneurs, and start-ups”, as per Ankur Jain, founder and CEO of Bira 91.
