The brewer targets young, experience-driven consumers with India’s first screw-cap beer bottle

India-listed firm Som Distilleries and Breweries Ltd (SDBL) has launched its premium Woodpecker beer line in Karnataka state in India. It has also introduced it using India’s first twist-cap beer bottle.

The Bhopal-based company aims to capture a growing segment of affluent consumers in the Indian beer market with this innovative design.

The new Woodpecker range includes two variants: Woodpecker Glide, a mild premium beer, and Woodpecker Crest, a strong, bold brew. Both are available in bottles of 650ml and 330 ml, cans of 500ml and 330ml, and draught options of 50 litres and 30 litres.

The twist-cap feature is a first in the Indian beer industry, offering consumers convenience by eliminating the need for a bottle opener. The design includes vibrant yellow caps for Glide and sleek black caps for Crest, enhancing the product’s visual appeal.

SDBL is supporting the launch with its ‘Make Space’ marketing campaign, that promotes a lifestyle of celebration and friendships aimed at young, experience-driven consumers.

The company is also focusing on sustainable practices by using direct print technology on the bottles, which eliminates the need for paper labels.

To achieve its ambitious sales target, SDBL plans to expand its manufacturing capabilities, and is
considering building a new plant in one of the states of Uttar Pradesh, West Bengal, Telangana, Andhra Pradesh, or Tamil Nadu by the end of its 2025 financial year.