British brewer Lion brewery co re-enters India after six decades
British brewer Lion brewery co has returned to the Indian market after more than 60 years, launching its premium beer portfolio in Delhi. The company has partnered with Copperdrop Spirits and plans to expand distribution as it targets India's rapidly growing premium beer segment
New Delhi: British brewer Lion brewery co has re-entered the Indian market after an absence of more than six decades, launching its premium beer portfolio in Delhi as it seeks to tap the country’s fast-growing premium beer segment.
The company has partnered with Copperdrop Spirits as its exclusive importer and distributor in India, with plans to expand distribution to Haryana and Uttar Pradesh in the next phase.
The brewer, which was founded in London in 1836, said it has historical links with India and was among the early producers and exporters of India Pale Ale (IPA), a beer style originally developed for export to the country during the British era.
“India is not just a new market for us, it’s part of Lion brewery co’s story,” said Will Julius, Managing Director of Lion brewery co.
Lion brewery co is targeting the premium segment of the Indian beer market, which is growing at an annual rate of more than 40 per cent, driven by rising urban disposable incomes, a shift towards milder and craft beers, and a surge in the number of microbreweries.
“To bring Lion back after more than half a century, and to do so at a time when the premium beer segment is growing so rapidly in India, is incredibly exciting,” he added.
The company has entered the Indian market with its Island Lager and Pale Ale, which are currently available in 330 ml bottles in Delhi. According to Lion brewery co, more formats are expected to be introduced.
Lion brewery co’s entry into India has been enabled through its partnership with Copperdrop Spirits. The company, which was restored by a group of friends in 2018, said Copperdrop Spirits is promoted by the founder of premium beer brand Bad Monkey Beer.
“We see strong potential for premium international craft brands in India. Lion brewery co combines heritage, authenticity and quality, all of which strongly resonate with today’s Indian consumer,” said Rohan Khare of Copperdrop Spirits.
India’s beer market is undergoing significant premiumisation, with the overall market estimated at around USD 4.5 billion in 2023 and projected to grow at a CAGR of 8 to 10 per cent through 2028, according to IMARC Group data cited in the statement.
The premium segment is growing faster than the overall market, at around 42 to 45 per cent, it said.