Brett Lee, the former international fast bowler, announced on Sunday’s episode of The Kapil Sharma Show that he intends to launch his beer brand in India next year.
Lee is co-owner of Sydney Beer Co. in Australia, maker of premium lagers under the same brand name.
Lee, one of the world’s top 5 fast bowlers in cricket, made an appearance alongside Jamaican cricketer Chris Gayle on episode 333 of The Kapil Sharma Show. The episode was broadcasted on Sony TV on a Sunday. Lee and Gayle graced the show to promote their latest collaboration with singer Arko Pravo Mukherjee, a track titled ‘Oh Fatima’.
“I have a question for Mr Brett Lee. You have a beer company in Sydney, right?” asked Archana Puran Singh, who appears as a special guest on The Kapil Sharma Show.
“Yeah, it’s going well. And, it’s coming out to India next year,” the ace bowler Lee announced in reply.
“We launched in Australia back in 2016. We’re in Malaysia and China and coming out to India next year. Very, very excited.,” added Lee.
The beer was introduced into the market one year following Lee’s retirement from all formats of cricket in 2015, marking the end of his remarkable 20-year career. Known for his formidable bowling speed of 161.1 km per hour, Lee established himself as a dominant figure in the world of international cricket.
As per the information provided on the company’s official website, The Sydney Beer Co. was founded with the specific aim of offering a high-quality, locally-crafted lager as an alternative to the prevailing dominance of Asian and European brands in the Australian market during that period.
“A beer Sydneysiders would be proud to call their own,” the website stated.
The lager is offered in both 330 ml cans and bottles, with a price of AU$59.99 for a case containing 24 units. According to the official website, it can be found at various selected premium independent bottle shops, as well as prominent retailers in New South Wales, Australia, including Dan Murphy’s, BWS, Vintage Cellars, and First Choice Liquor.
The beer will enter India’s thriving beer market, where numerous international and local brands are already competing to captivate consumers’ taste buds.
Based on the IMARC Group’s report, the beer market in India had a valuation of INR 383.6 billion in 2022. The market is projected to reach INR 622.4 billion by 2028, displaying a compound annual growth rate (CAGR) of 8.1% during the period of 2023-2028. Currently, the market is filled with several brands; however, United Breweries Limited (UBL) and Anheuser-Busch InBev (AB InBev) dominate the industry, holding over 90% of the market share in the country.
Based on a ranking by wisevoter.com, India is positioned at the 149th spot globally in terms of beer consumption, with a per capita consumption of 0.23 litres. Despite this, there is a noticeable increase in the popularity of craft beers, and the premium lager segment in India is expected to witness significant growth between 2022 and 2032, as projected by Future Markets Insights.
As per Statista’s findings, it is predicted that by 2027, the consumption of beer outside of homes, including bars and restaurants, will contribute to 24% of total spending and 16% of volume consumption. This indicates a significant opportunity for new entrants in the market, which is favorable for Lee and his brand, the Sydney Beer Co.
