CRAFT BEER

The project report includes Present Market Position and Expected Future Demand, Market Size, Statistics, Trends, SWOT Analysis and Forecasts. Report provides a comprehensive analysis from industry covering detailed reporting and evaluates the position of the industry by providing insights to the SWOT analysis of the industry.

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Beer comprises about 12%1 of the total alcohol consumed in India. While the alcohol beverages industry in India has been dominated by spirits, beer remains the preferred alcoholic beverage for young Indians. Beer has registered robust growth in the last one and half decades. From a total industry consumption of about 100 million cases in 2005, the consumption crossed over 300 million cases in 2019. The current industry size is estimated to be over 320 million cases per annum. Three leading players contribute over 85% of the total industry sales with our Company being the market leader having a market share of about 52%2.

The Indian beer market shrunk during the FY 20. As per our estimate, a number of markets across the country remained sluggish during the second half of last Financial Year. April and May 2019 saw General Elections in India in a phased manner in each State, where dry days were imposed for a few days before and after elections and during election results which had reduced sales. Restrictions on production during this period also curtailed our ability to service market demand. Generally, high-end consumer prices dampened sales during the year.
In addition, due to COVID, retail was completely shut from March 23, 2020 with on-trade outlets being progressive closed in the weeks prior, causing a secular drop in sales for beer and spirits. The last 8 days of March 2020, when normally increased primary dispatches’ happen due to start of the peak season, such dispatches actually became negligible due to lockdown.

It is expected that the initial months of the new financial year will remain very challenging as retail only reopened in many states in India during 1st week of May. Demand is likely to only gradually recover and is negatively impacted due to increased taxation and other impediments. On basis of alcohol content, beer in India can be categorized into Strong and Mild Beers. Strong beer which has an alcohol content between 6% and 8% dominates the beer market accounting for over 85% of the total beer consumed in India.

The Super Premium beer segment within both the Strong and Mild beer categories has been growing faster than the overall beer industry and has grown at a Compounded Annual Growth Rate (CAGR) of almost 30 per cent over the last three years.

The Indian beer market continues to grow in line with expectations. Industry volumes grew wat a CAGR of about 7% during the last five years. However, during 2019-20, the Indian beer market shrunk slightly over the previous year, in part related to COVID. Compared to the global average per capita consumption of about 30 liters, the per capita consumption in India still hovers around 2 litres1 . However, the scope for growth in India continues to remain positive given the climate, young demographics and increasing disposable income.

Beer has become one of the most popular alcoholic beverages in the country over the past two decades. A plethora of beer brands are available in India to address the palate of various consumer segments. Majority of beer market growth is driven by young consumers, who consider beer a trendy drink, compared to traditional spirits. Brew pubs have emerged in large cities such as Bengaluru, Pune and Gurgaon over the last few years.
These outlets have introduced consumers to new types of beers for example ‘craft beer’. beer Industry in India continues to remain traditional and is controlled by State Governments. It remains highly regulated with high taxation, restrictions on cross border movements, constraints on production, retailing and other barriers. In many parts of the country, wholesale and/or retail distribution is controlled by State Government monopolies. Also, in over 60% of the markets, State Governments directly dictate the price at which beer can be sold.

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Description

INDUSTRY OVERVIEW
IMFL INDUSTRY
GROWTH FACTORS
DEMAND DRIVERS FOR THE ALCOBEV INDUSTRY
YOUNG POPULATION:
SOCIAL ACCEPTANCE:
FAMILY STRUCTURE:
ALCOHOL AVAILABILITY:
THREATS AND CONCERNS
RESTRICTION ON DIRECT PROMOTION:
STRINGENT REGULATIONS:
BARLEY, YEAST AND HOPS SNAPSHOT IN INDIA
CONSUMER DEMOGRAPHICS AND PREFERENCES
ALCOHOL CONSUMPTION IN INDIA
HISTORY OF BEER
CLASSIFICATION OF BEER
ALES
LAGERS
EXAMPLES OF ALES:
EXAMPLES OF LAGERS
BEER STRENGTH
SOME POPULAR BRANDS OF INDIAN BEERS
1. BIRA MALABAR STOUT
2. BIRA BLONDE SUMMER LAGER
3. WHITE OWL SPARK
4. GOA BREWING COMPANY’S BREAKFAST CEREAL STOUT
5. GOA BREWING COMPANY’S PINEAPPLE SAISON
6. GUAVA CHILLI MEAD MOONSHINE
7. CHOCOLATE ORANGE MEAD MOONSHINE
8. PROOST69 WHITE ALE
9. WHITE RHINO PALE ALE
10. KINGFISHER RADLER
11. YAVIRA LAGER BEER
12. KATI PATANG
13. KING’S BEER GOA
BREWING-RAW MATERIALS
BREWING – THE RAW MATERIALS
MALT
GRAIN
BARLEY- PATIALA (OWN FIELDS)
MALT:
HOPS
HOPES IN THE FORM OF FLAKES
YEAST
YEAST UNDER A MICROSCOPE.
WILD YEAST
ALE YEAST
LARGER YEAST
WATER
ADDITIVES
ASCORBIC ACID (VITAMIN C)
SULPHUR DIOXIDE
CARAMEL
PROPYLENE GLYCOL ALGINATE
PROCESSING AIDS
MACHINERY TECHNICAL DETAILS
MILL SYSTEM
MASH TUN & LAUTER TANK
BREW KETTLE & WHIRLPOOL
HOT WATER TANK
REFRIGERATING SYSTEM – GLYCOL WATER TANK
BEER MANUFACTURE PROCESS
PROCESS OF BEER MANUFACTURING
MALT MILL
BREW HOUSE
MASH KETTLE
LAUTER TUN
WHIRLPOOL
WHIRLPOOL AND PLATE TYPE HEAT EXCHANGER
PLATE HEAT EXCHANGER
FERMENTATION
LAGGERING
PROCESS FLOW DIAGRAM
PLANT LOCATION: GOA LICENSES REQUIRED
LICENCES FOR MANUFACTURE OF BEER
LICENCE FOR PRIVATE BONDED WAREHOUSE
LIST OF DOCUMENTS:
OTHER LICENSES REQUIRED FOR THE SETUP:
HOW TO STORE BEER
SOME TIPS TO STORE BEER ARE:
TOP INTERNATIONAL BRANDS LIST
SOME INDIAN BRANDS
MARKET SEGMENTATION
BEER TYPE
(STRONG, MILD AND CRAFT BEER):
COMPETITIVE LANDSCAPE IN INDIA BEER MARKET
BEER MEASURES
SERVICE OF BEER
FAULTS IN BEER
BOTTLED/CANNED BEER STORAGE
PRINCIPLES OF PLANT LAYOUT
SOME OF THE FACTORS IN RAIL-TRACK PLANNING ARE:
PLANT LOCATION FACTORS
PRIMARY FACTORS
1. RAW-MATERIAL SUPPLY:
2. MARKETS:
3. POWER AND FUEL SUPPLY:
4. WATER SUPPLY:
5. CLIMATE:
6. TRANSPORTATION:
7. WASTE DISPOSAL:
8. LABOR:
9. REGULATORY LAWS:
10. TAXES:
11. SITE CHARACTERISTICS:
12. COMMUNITY FACTORS:
13. VULNERABILITY TO WARTIME ATTACK:
14. FLOOD AND FIRE CONTROL:
EXPLANATION OF TERMS USED IN THE PROJECT REPORT
DEPRECIATION:
FIXED ASSETS:
WORKING CAPITAL:
BREAK-EVEN POINT:
OTHER FIXED EXPENSES:
MARGIN MONEY:
TERM LOANS:
TOTAL LOAD:
RAW MATERIAL SUPPLIERS
MALTS
HOPS
YEAST
MACHINERY SUPPLIERS
COMPLETE MACHINERY
DESTONER
MALT MILL
PALLETIZER
BEER FILTER
FERMENTER
PASTEURIZER
FILLED BOTTLE INSPECTOR
MACHINERY PHOTOGRAPHS
MILL SYSTEM
MASH SYSTEM (MASH TUN&LAUTER TANK)
HOT WATER TANK
MASH PUMP
PLATE HEAT EXCHANGER
HOPS FILTER
WORT INSPECTION PLATFORM
WORT BALANCE TANK
COMBINATION OF MASH PIPELINE
VENTURIFOURWAY
THERMOMETRIC
OXYGENATION COMBINATION
FERMENTATION TANK
REFRIGERATING SYSTEM – GLYCOL WATER TANK
STERILIZATION TANK
RAW MATERIAL PHOTOGRAPHS
MALTS
HOPS
YEAST
PLANT CAPACITY
GENERAL
PRODUCT DEMAND
RAW MATERIAL AVAILABILITY
ECONOMICS OF SCALE
CHOICE OF CAPACITY
PACKAGING
PACKING STANDARDS:
PACKAGING REQUIREMENT:
MANPOWER
GENERAL
BASIS OF ESTIMATION
WORKING
TOTAL MANPOWER AND PAYROLL
UTILITIES
UTILITIES
WATER
WATER QUALITY PARAMETERS FOR PROCESSED WATER:
TABLE 1. SECTION WISE REQUIREMENT OF WATER IN THE PLANT
STEAM
UTILITIES (EQUIPMENTS)
WATER TREATMENT PLANT
STEAM GENERATING SYSTEM
REFRIGERATION SYSTEM:
PIPING AND INSULATION
CHEMICALS
POWER
ELECTRICALS & POWER CONTROLS
REQUIREMENT OF POWER
SECTION WISE POWER REQUIREMENT
CONNECTED ELECTRICAL LOAD AT A GLANCE
EFFLUENT TREATMENT AND DISPOSAL
INTRODUCTION
STANDARDS
TOLERANCE LIMITS FOR INDUSTRIAL EFFLUENT DISCHARGE
WASTE TREATMENT
PRIMARY TREATMENT
ANAEROBIC TREATMENT
SECONDARY TREATMENT
TERTIARY TREATMENT
SOLIDS CONCENTRATION
TYPICAL WASTE SOLIDS CHARACTERISTICS
EQUIPMENT REQUIREMENT
EQUIPMENT REQUIREMENTS
QUALITY CONTROL IN BEER PRODUCTION
LABORATORY TESTS
RAW MATERIAL QUALITY
TOTAL SOLUBLE SOLIDS
SULPHIDE TESTING
PH TEST
SPECIFIC GRAVITY
ALCOHOL CONTENT
RESIDUAL SUGAR TEST
SENSORY ANALYSIS
DAVIS20-POINT SCORE CHART FOR SENSORY EVALUATION
TARTARIC ACID TEST
TURBIDITY
COLOUR TESTING
SWOT ANALYSIS
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
ORGANIZATION CHART
PLANT LATOUT
TURNKEY CONSULTANT
IMPLEMENTATION SCHEDULE

APPENDIX – A:

01. PLANT ECONOMICS
02. LAND & BUILDING
03. PLANT AND MACHINERY
04. OTHER FIXED ASSESTS
05. FIXED CAPITAL
06. RAW MATERIAL
07. SALARY AND WAGES
08. UTILITIES AND OVERHEADS
09. TOTAL WORKING CAPITAL
10. TOTAL CAPITAL INVESTMENT
11. COST OF PRODUCTION
12. TURN OVER/ANNUM
13. BREAK EVEN POINT
14. RESOURCES FOR FINANCE
15. INSTALMENT PAYABLE IN 5 YEARS
16. DEPRECIATION CHART FOR 5 YEARS
17. PROFIT ANALYSIS FOR 5 YEARS
18. PROJECTED BALANCE SHEET FOR (5 YEARS)

Additional information

Plant Capacity

800 Cases/Day
Land & Building

(10117 sq.mt.)
Plant & Machinery

US$ 852857
Rate of Return

145%
Break Even Point

17%

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