New Delhi: Medusa Beverages has expanded its product line with the launch of draught beer in the capital, stepping up its focus on pubs, bars and the wider HORECA channel. The move marks the company’s entry into the draught format, aimed at strengthening its presence in high footfall venues where fresh pours and consistent serving quality play a key role in consumer choice.
Delhi remains Medusa’s strongest market, and the company is using the city as the test bed for the draught rollout. The offering will be available across select hotels, restaurants, cafes, pubs and bars, with plans to reach around 50 on trade locations over the next few months. The company said the initiative is part of a broader effort to deepen engagement in social drinking spaces and build recall in premium consumption settings.
To support quality control at the point of serve, Medusa has installed Lindr Naked taps sourced from the Czech Republic, a market known for its beer heritage and dispensing systems. The equipment is designed to maintain temperature and pour consistency, addressing common challenges faced in on trade service. The brand believes tighter control over the last mile of consumption can improve repeat preference and help standardise the experience across partner outlets.
Founder and chief executive officer Avneet Singh said the draught format allows the company to present Medusa in a setting where freshness and consistency matter most. He added that the push into draught is intended to strengthen partnerships with pubs and bars while improving the overall drinking experience for consumers in social settings.
The draught launch builds on Medusa’s steady expansion in one of the country’s most competitive beer markets. Industry executives say draught formats can lift brand visibility and trial rates, particularly in premium venues, while also supporting higher throughput volumes. Medusa plans to use the Delhi rollout to fine tune operations before extending the format to other cities as its on trade footprint grows.
