PEAKLIFE

PEAKLIFE gets in conversation with Abhinav Jindal, CEO & Founder, of Kimaya Himalayan Beverages- which recently made a debut in the craft beer industry with a homegrown barley-based brew- BeeYoung Beer.

Established in November 2018 and headquartered in New Delhi, Kimaya Himalayan Beverages is a pioneer beverage alcohol company and has come a long way nurturing a dream to create bespoke products which would be all about pure, authentic ingredients and the craft process.

In the midst of beer evolution, Kimaya Himalayan Beverages is introducing a locally-produced crafted beer made to international standards – ‘Bee Young’.

With experience of over 18 years in the business of management consulting, liquor distribution, and liquor retailing, Abhinav Jindal has established the brand as one of the most selling and loved brews in the market backed by aggressive promotions in the craft beer segment.

In conversation with the entrepreneur, PEAKLIFE delves into his vision to create a legacy in running successful operations at Kimaya Himalayan Beverage aiming to raise the bar for beers in India through its variant i.e., BeeYoung.

Q1.) What was the idea and inspiration behind Bee Young?

Being a beer enthusiast, I love to try newer variants and styles of beer prevalent in various parts of the world. Being associated with the Alco-Bev industry for over a decade now, I’ve closely observed the beer landscape and consumption pattern in India. While observing the market we analyzed the gap in the beer industry, there were not many players manufacturing quality products especially in the strong beer segment, something that would appeal to all sorts of customer cutting across preferences. Hence, we created a product that is crafted and artisanal, considering that the strong beer segment makes up for a largest percentage of the market share yet underserved in terms of quality products.

I spoke to a few company heads and stakeholders; the suggestions were unilateral – to stay out of the space due to masses being acquired by two giants of the industry. Small businesses being bought over by larger companies, margin and cost is under pressure all the time given that it is the lowest margin product in the world, everyone persuaded me to not foray into this space and take up this challenge. They suggested I should rather try creating something for the IMFL segment as it demands lesser investment; it’s easier and much better margins game play. Yet we decided to stick to the plan and create more talk points around the same. With extensive research of more than a year at hand we started our journey in 2019. Despite the phases of lockdowns, we were able to build a market and name for our brand and lead the way ahead.

We have more variants coming up very soon, experimenting with different ingredients and flavors to provide the best likable offerings. Patrons have poured in an immense amount of love and support, regardless of the lockdown situation. We have been communicating with people through various marketing strategies as it was the only key to remain relevant in such situations, and kept the audiences hooked.

Having travelled to a few different parts of the world, I also witnessed that beer is not just an alcohol but a culture; a kick starter for celebrations, adventure and leisure, and that is how I feel.

The beer consumption was perceived wrongly which we wanted to change by educating people about the right pack size and temperature. We are a team of passionate individuals trying to provide international standard brews at the right price that can be consumed at any social setting.

Q2.) With so many years of experience, what are your views about the liquor culture in India?

Alcohol enthusiasts in India have had a rigid preference for Whiskey and it was prevalent throughout the last century. Now Indian consumers have come a long way and the intent is experimental in their drinking choices. Whiskey continues to be the tippler’s choice, but people are also open to trying different brews and spirits that stand out in terms of quality and recipes. It is creating a huge market for better and niche products that are now finding an audience amongst the set of consumers who are not yet ready to experiment.

Q3.) How relevant do you think e-commerce would be for the beer industry?

The ecommerce portals to order liquor online will work wonders for brands. The mechanism for the same can be easily put together in today’s time. This will really help the small businesses to grow and be seen, since there is an increasing demand for alcoholic beverages and people wanting to try new products. Online delivery will inflate the revenues for the distributor, manufacturer, and state government. The small brands will get a platform and shelve their products to a wider audience. It opens up a channel for various promotions and marketing assets.

Retailers can home deliver following a pre-defined mechanism that can help consumers and the industry along with the government. Ease of access for consumers will increase the interest and revenues at the same time.

Q4. With so many brands already in the market what sets BeeYoung apart?

Kimaya Himalayan Beverages is founded to set quality benchmarks in the strong beer segment through its packaging, ingredients, and brewing process. The ingredients are sourced from their very provenance. With an ABV of 7.2%, BeeYoung is all set to premium the strong beer segments and establishes itself as India’s first strong craft beer. To achieve the same, the ingredients used in the making of BeeYoung are handpicked by our brewer.

Handpicked Ingredients by our brewer:

– Two Row Argentinean Barley lending perfect maltiness

– Columbus & Styrian Golding Hop imparting flavors and aroma

– 100% sortex rice, yeast & pure spring water from Bhakra Dam make up for the smooth texture

BeeYoung has something for every beer lover!

Everyone can find a story that connects them to the spirit of BeeYoung, BeeFree, BeeCool, BeeSassy, BeeBuzzy, and above all BeeYou!

BeeYoung starts with a crisp attack delivering a perfect malty taste followed by ripe fruitiness on the midpalate. Its invigorating flavors & taste make each sip eventful and perfect for all social settings, most enjoyed in the company of your loved ones. BeeYoung is light on the palate and affable, available at honest pricing. BeeYoung is India’s First Crafted Strong Beer.

Q5.) What is the roadmap of BeeYoung for the future?

We aim to create newer benchmarks in terms of innovation, introducing products that are honest, created with passion, that stand out and appeal to a larger set of audience. Kimaya is keen to serve the consumers with products that solves the need to have a beverage that completely leaves them astounded and that is where the vision for BeeYoung is projected.

Q6.) BeeYoung is India’s First Crafted Strong Beer. What achievements of your brand are you super proud of?

Surviving the pandemic just after the market launch was one! Independently being able to create and promote a product category i.e., Strong Craft Beer, (BeeYoung is India’s first strong craft beer), is one of the biggest achievements and we are most proud. To be able to cater and appeal to upwardly mobile consumers, there should be awareness among consumers that they can enjoy strong beer similar to a mild one.

Within a very small duration from its launch, BeeYoung made a mark on the strong craft category being India’s first such variant. We have been a part of Delhi’s prominent festivals and events such as Toast- Wine and Beer Fest, Horn OK Please, Sunfest, Food for Thought, etc. We have garnered a lot of positive response from the Uttarakhand market. We are honored to have received various awards in product categories from prominent media heads in the country.

Awards –

· BeeYoung was awarded as ‘Best Debutant Beer of the Year’ by Spiritz Achievers Awards 2019.

· Home Grown Business of The Year in Small Business Awards 2020

· Fastest Growing brand (Gold) Spiritz Achievers Awards 2020

· Spiritz Selection Awards 2020 – Silver in Liquid Tasting

· Spiritz Selection Awards 2021 &2022– Gold in Packaging & Liquid tasting (2 categories)

· Brewer World Conclave 2022- Bronze in Strong Lager (Packaged) Category

Q7.) What’s next for you?

Kimaya Himalayan Beverages is a project created with passion and in the next few years, I want to create a legacy for my team to build upon and take forward. Once we have this horse galloping and riding in the right direction, I would operate in a non-executive role. I would like my team to take this project on an onward and upward journey. As of now we are looking at creating more categories and new variants and that would be the way forward for Kimaya in the coming years. We aim to create products satiating every consumer’s preference; something for everyone is where we want to reach with our offerings.