The U.S. beer market is not only competitive but highly diverse, with craft breweries from nearly every state mingling with endless international imports on store shelves. Despite these varied choices, Indian beers have traditionally held a minor presence. But according to Tony Bedi, president of India-based East West Beverages Inc., a shift is underway.
“In the past three decades, there has been a growing global awareness in the U.S.,” says Keith Stevenson, consultant at East West Beverages Inc. This increased worldview has gradually elevated the profile of Indian beers.
The expanding Indian diaspora and the rising popularity of Indian cuisine in the U.S. are crucial factors in this transformation.
“Today, there are [approximately] 5,000 Indian restaurants in the U.S., and dishes like chicken tikka masala, tandoori chicken and naanbread seem to have become part of the [country’s] lingua franca,” says Bedi, adding that, in turn, U.S. consumers are willing to try the Indian beers …