Indian beer market ready for new fizz

BEER IN TOP GEAR - I

ALE: Uses top-fermenting yeast, is a more aromatic and fruity product

STOUT: Dark and heavy, with roasted unmalted barley and, often, caramel malt or sugar

MILD BEER: Developed as a sweeter and cheaper alternative to dark ales

BITTER: Highly hopped for a more dry and aromatic beer. It is pale in colour but strong

DARK BEER: Barley is kilned for a longer period of time which creates richer flavours

FRUIT BEER: Fruit , usually berries, is added either during primary fermentation or later

WHEAT BEER (WEIZEN): Malted wheat and barley are used for this German style beer

With the consumers ready to experiment, beer manufacturers are developing sub-categories and adding to the existing mild and strong beer segments.  While Karan Bilimoria, the NRI beer manufacturer is sceptical of introducing mild beer in a country dominated by strong beer, he is bullish on alcohol-free beer and flavoured beer. "Flavoured beer has great potential in the country," he told Business Standard recently.  The company will soon roll out Cobra Alcohol Free Beer, Cobra Lower Calorie Lower Carb as well as Cobra Bite. Cobra Bite, a flavoured beer brand, includes natural fruit extracts and is available in sweet lime, apple and lemongrass flavours. Currently, the company only brews two brands, King Cobra and Cobra Premium Lager, for the Indian market.  Beer behemoth, United Breweries has also decided to join the bandwagon. "UB does see an opportunity in new beer sub-categories and segments. UB would like to cater to different consumer segments in the industry and to this effect, we will launch three new varieties of beer, including fruit flavoured and low alcohol brands," says Kalyan Ganguly, president & managing director, United Breweries Ltd (UBL).  Others like Dalmia Continental Pvt Ltd are happy to import non-alcoholic beer