India’s leading beer manufacturers – United Breweries, AB-InBev, and Carlsberg – have jointly announced the formation of the Brewers Association of India (BAI). This industry consortium aims to foster the growth of the beer category in India and drive innovation, moderation, and sustainability in the Indian beer market.
BAI is being established in partnership with the World Brewing Alliance (WBA), a global industry entity that includes brewers and brewing trade groups from Australia, Canada, the United Kingdom, the United States, Brazil, New Zealand, Europe, Latin America, Nigeria, Japan, Korea, and finally, India. The objective is to facilitate the exchange of knowledge and best practices among brewers and various stakeholders.
“The brewing industry holds significant potential in bolstering local economies, fostering vibrant communities, and advancing public health outcomes. It’s an opportune moment for brewers to advocate for these causes. The Brewers of India will play a crucial role in championing responsible consumption, advancing our sector, and promoting a product beloved nationwide,” remarked Justin Kissinger, President and CEO of the World Brewing Alliance.
Leadership and Structure of BAI
The new Association is positioned to serve as the unified voice of the Indian beer industry, with AB-InBev, Carlsberg, and United Breweries collectively accounting for around 85% of beer sales in India. Moreover, these companies have made significant investments in India, with Carlsberg operating 7 breweries, United Breweries running 19 breweries, and AB-InBev India managing 10 breweries across the country.
Based in Delhi, BAI will be led by Vinod Giri, who will officially take the helm on June 1, 2024. Giri previously served as the head of the Confederation of Indian Alcoholic Beverage Companies (CIABC), the principal organization representing the Indian alcoholic beverage sector.
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“After more than a decade immersed in both the Indian and international beer industry, this feels like a return home for me,” expressed Giri. “Beer stands as the favored choice of alcohol globally, often surpassing higher strength alternatives in consumption. Governments worldwide are actively steering regulatory policies to encourage consumers towards low-alcohol options like beer,” he elaborated. “BAI presents an excellent opportunity to synchronize India with the global ethos of moderate and responsible drinking, and I’m thrilled to embark on this journey.”
The association aims to consolidate their expertise, resources, and brewing enthusiasm to elevate the overall consumer experience and promote the importance of low-alcohol beverages in fostering moderate drinking habits.
“The establishment of the Brewers Association of India underscores our collective dedication to advancing India’s beer industry,” stated Kartikeya Sharma, President of AB InBev India. “Numerous obstacles hinder the growth of India’s beer sector, including uneven taxation, accessibility challenges, and complexities in conducting business. We remain steadfast in our advocacy efforts to usher in a new era for the beer category. This launch underscores our belief in the Indian beer industry’s potential and our unwavering commitment to fostering its expansion.”
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