INDIA – India’s largest brewers, United Breweries, AB-InBev, and Carlsberg, have jointly announced the launch of the Brewers Association of India (BAI), a new industry body dedicated to the growth, innovation, moderation, and sustainability of the Indian beer market.
Headquartered in Delhi, BAI will be led by Vinod Giri, who will assume office as Director General on June 1, 2024.
BAI is being established in collaboration with the World Brewing Alliance (WBA), the global industry body comprising brewers and brewing trade associations from Australia, Canada, the UK, the USA, Europe, Japan, Korea, Latin America, Brazil, New Zealand, Nigeria, and now India.
The WBA aims to facilitate knowledge exchange and best practices among brewers and stakeholders, serving as a unified voice for the global brewing industry.
The formation of BAI marks a significant milestone for India’s beer sector. By pooling their expertise, resources, and passion for brewing, the world’s most renowned beer companies aim to enhance the overall consumer experience and promote low-alcohol beverages to advocate for moderate drinking habits.
Justin Kissinger, President and CEO of the World Brewing Alliance said: “Brewers Association of India will be a vital part of promoting moderate drinking, our industry, and a product enjoyed by all across the country. I have no doubt that BAI will ignite a new era of excellence and innovation in India’s beer industry.”
Vinod Giri, the incoming Director General of BAI noted: “Having spent over a decade with the beer industry in India and abroad, it feels like a homecoming. Governments worldwide shape regulatory policies to guide consumers towards low-alcohol beverages like beer. BAI is a great platform to align India with the international consensus of moderate and responsible drinking, and I am very excited to be part of this journey.”
The Brewers Association of India is set to be the unified voice of the Indian beer industry. United Breweries, AB-InBev, and Carlsberg collectively account for around 85 percent of beer sales in India.
These companies have significant investments in the country, with Carlsberg operating seven breweries, United Breweries operating 19 breweries, and AB-InBev India operating 10 breweries. Together, they employ over 7,000 people directly and indirectly.
The association will also welcome other brewers, both Indian and international, who share the vision of growing the Indian beer industry responsibly.
Kartikeya Sharma, President of AB InBev India, highlighted the potential of the Indian beer industry: “This launch reflects our confidence in the Indian beer industry’s potential and our dedication to driving its growth. BAI is poised to chart the course for beer to emerge as a driving economic force in our country, reconnecting it to its agricultural origins within the communities where it is both brewed and sold.”
BAI aims to drive innovation, advocate for moderation, and promote sustainable practices, positioning itself as a pivotal entity in shaping the future of India’s beer market.
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