BeeYoung beer to be available in Karnataka and Tamil Nadu by April 2024
Kimaya Himalayan Beverages, a Delhi-based beverage manufacturer, has announced plans to introduce its barley-based homegrown lager, BeeYoung beer, into Karnataka and Tamil Nadu states in southern India by April 2024, according to Abhinav Jindal, the company’s founder and CEO, in an interview with The Hindu businessline.
First launched in Delhi in September 2019, BeeYoung’s availability has since spread to other regions in northern India such as Uttarakhand, Uttar Pradesh, Punjab and Chandigarh. It is also available in Singapore, Hong Kong and West Asia.
The beer, which claims to be India’s first strong craft beer, with an alcoholic content of 7.2%, has seen its sales increase to about one million cases in 2023. Sales are primarily focused on the off-premise market which accounts for about 96% of its retail sales, according to Jindal.
Having exceeded its original production capacity, to meet growing demand the business has recently doubled its contracted production capacity to supply about 200,000 hectolitres per year.
In addition to expanding its market reach, Kimaya is also looking into broadening its product portfolio. “We have been working on understanding consumer needs and target various market segments. There’s a focus on creating a beer for the premium end of the market, which is truly craft and excels in style and quality. We are also developing wine-based beverages to cater to consumer preferences,” says Jindal.