That's the spirit: Latest rage in beer market in India is its zero-alcohol variant
Article by Financial Express
The zero-alcohol beer is being tipped as the next big thing in the global market as an increasing number of people are choosing to abandon mainstream lagers in favour of healthier alternatives.
A change in consumer tastes and preferences is deemed responsible for this growth of the non-alcoholic beer industry. “Studies have confirmed that Indians have a palate for sweet-tasting beverages and sweeter beer styles such as wheat beers. Craft-style beers are also becoming increasingly popular… homegrown brands are experimenting with flavours and fruits specific to India,” says Shuchir Suri, co-founder, Jade Forest, a Delhi-based startup whose products are widely used in top bars and restaurants across the city. “Beer, once stereotyped as a drink more consumed by males, is now enjoyed by both men and women. As trends show, India is easily influenced by western patterns, hence, we expect a paradigm shift towards non-alcoholic beverages,” he adds.