Low-Alcohol and Zero-Alcohol Beers are one of the world’s fastest-growing beer trends, with a growing number of consumers concerned about the problems of driving after drinking, the impact of alcohol consumption on health and weight, and hangovers after over-drinking. Ruchi Beverages has visions to expand its business in high-quality non-alcoholic beer at a pan-India level and add more non-alcoholic beer brands to its portfolio. Achint Shah heads the nine-member team of Ruchi Beverages that has launched a good number of zero-alcohol beers in Gujarat. I asked him why he is so upbeat about the `Nolo’ or non-alcoholic beer market in India.
Ankita: How did you enter the business of Non-Alcoholic Beer?
Achint: I visited England in 2014, and during my stay there saw the demand for LAV beverages and no-alcohol beers. I thought it is a perfect product for India where people are becoming conscious about health, fitness and alcohol consumption. I launched in Ahmedabad, Gujarat as this a dry state where alcohol prohibition is enforced.
I started trading on a smaller scale, selling some smaller brands and today with hard work and by God’s grace we have many top international brands on our list.
Ankita: Do you think the product will get wider acceptability in India or only in states with prohibition in force like Gujarat?
There are loads of people who want to have a beer but refrain from having one because they don’t want to consume alcohol for any reason, like their religion or health concerns. For them, zero-alcohol beers are the answer. This is also a perfect cool drink for those who want to avoid sugary drinks like colas.
Food and beverage products are following a progression where consumers are looking for health benefits without compromising on taste or appearance. The same way that customers are buying bread or grocery looking for health benefits on the labels, beverage options designed to fit specific health-conscious customers like non-alcoholic beer is seeing an upward trend around the globe. Non-Alcoholic Beer is a lower-calorie option to many other drinks besides giving the taste of beer without the harmful effects of alcohol consumption.
Ankita: Which brands of non-alcoholic beer are you currently selling?
Achint: Heineken 0.0 and Budweiser 0.0 are the brands our consumers like. They are double brewed while alcohol is removed and blended with natural flavors to give refreshing notes and a good malt body. Kingfisher Ultra Non-Alcoholic is the latest one.
We have also created our house Brand which will be manufactured in Europe known as “Leo Magnum”. The methods we employ to supply are at par with International Standards and one can be sure of the great taste and refreshment in each drop of our drinks and home-made chocolates.
Ankita: What is the popularity of non-alcoholic beer? Do you think it will increase in India?
Achint: Non-Alcoholic Beer Market size is estimated to surpass USD 25 billion by 2024 according to reports by global market research companies. We expect similar growing popularity for this category in India.
Ankita: What are your plans for the near future?
As it’s absolutely a new category in beverages for the Indian market and a new industry in the country, our marketing team is working on campaigns to raise awareness about our non-alcoholic beers.
Our team is working around the clock and in the process of launching two more international brands in the foreseeable future.
Ankita: Your recommendations for food to go with non-alcoholic beer on restaurant menus?
Achint: I think it goes well with any snack – pav bhaji, pizza, chicken, kebabs, sandwiches. I even love it with dhokla!!
Ankita: Have you used social media to promote non-alcoholic beer brands?
Achint: “Buy two drinks, click a selfie and get another one free. Post it on our official Facebook page.” One of the innovative promotions.
