Packaging trends are also in flux. In northern markets, cans are gaining popularity, lightweight, faster to chill, and easier to carry. But in the South, bottles still dominate.
Beer Mugs
For Mount Everest Breweries Ltd. (MEBL), the acquisition of Mysuru’s Cheers Breweries Ltd is more than just an expansion, it marks the company’s first significant foray into South India. The company, which is an entity of the esteemed Associated Kedia Group, has acquired Cheers Breweries Ltd., a facility with an annual production capacity of 1.5 million hectolitres in Mysuru last month for INR 300 crore.
MEBL which is already present in Kerala, Karnataka’s new facility is enabling the brewer to launch its entire portfolio in the region simultaneously, a first-of-its-kind move.
The portfolio is a carefully crafted three-tier offering: Mt. 6000 in the entry-level, Lemount in the core segment, and the premium brand Stok. What sets the strategy apart, the company says, is its focus on tier two and tier three cities. These markets consume large volumes of entry and core beers, but often at the cost of quality. By offering premium-quality beer at the same price consumers already pay, the company believes it has found a game-changing approach to capture underserved regions.
Across India, the beer category is undergoing a cultural reset. Rising disposable incomes are driving premiumisation, while microbreweries in cities including Bangalore, Hyderabad, and Mumbai are nurturing a taste for experimentation. Though still niche, this segment is helping redefine India’s beer culture.
Packaging trends are also in flux. In northern markets, cans are gaining popularity, lightweight, faster to chill, and easier to carry. But in the South, bottles still dominate.
Vedant Kedia, Whole Time Director, MEBL says, “Consumers are slowly moving towards cans. Cans are relatively easier to carry if you want to take them somewhere and faster to cool. But the south still remains a more bottle dominated market,”
Perhaps the most striking shift, however, is in consumption patterns. Beer, once tied to bars and restaurants, is increasingly being enjoyed at home. Mount Everest Breweries is leaning into this by supporting small, intimate gatherings of 25 to 30 people rather than pouring resources into large music festivals or mass events. The aim is to connect with consumers more closely, especially in the premium category.
India’s drinking culture itself is evolving, observes Kedia. He says strong beers remain popular, but younger consumers are embracing a more mindful approach. Every year, 3–4 million new consumers enter the drinking age bracket, and they don’t necessarily see alcohol as a path to intoxication. Instead, beer is being repositioned as a casual, social drink to enjoy with friends - whether while watching TV, playing board games, or simply unwinding.
This is where Stok is carving out a distinct identity. “If you ask today’s generation which beer brand they truly relate to, it won’t be the 30–40-year-old market leaders,” says Kedia. Stok’s communication revolves around two insights: the mounting stress young Indians face: careers, relationships, finances and the idea that beer is not just a means to get drunk but a “chill” companion for life’s many moments.
With the motto “Live the Chill”, Stok aims to fit into diverse moments of relaxation, whether that’s a bike ride, a song, or a gathering with friends, making it a lifestyle brand as much as a beer.
Historically, the company operated a 2-million-hectoliter brewery near Indore, servicing 11 states. The Mysore acquisition adds another 1.5 million hectoliters, opening doors to Karnataka, Andhra Pradesh, Goa, Pondicherry, and a deeper presence in Kerala.
The focus is clear: consolidate Karnataka with strong retail and distributor partnerships before expanding further south.
The retail playbook rests on three pillars:
Product visibility and availability to ensure stock is always placed right where consumers look for it.
Strong distributor and retailer relationships with timely payments to build trust.
Uncompromised product quality regardless of price point.
Currently, MEBL’s beers are available in 6,500 outlets, representing about 5% of India’s retail universe. Kedia informs the plan is to double this by 2030, with ambitions to grow market share from 2% pan-India to 8%.
The festive season is always an important marker. While rains and Navratri bring a slowdown, demand spikes from October onward, peaking around Diwali. Last year, the company clocked 30% growth overall, while the premium segment surged 75%, underscoring the rising demand for premium beer.
Though revenue figures remain undisclosed, the company is confident about maintaining if not surpassing this trajectory into FY26, particularly as new states are being added.
Looking ahead, Mount Everest Breweries has set its sights on tripling current revenue by 2030. Its existing portfolio: a strong beer, a lager, and a wheat beer already covers 99.9% of the market. While there are no immediate plans for new variants, MEBL remains open to experimenting, especially in markets such as Bangalore and Mumbai where consumers are more adventurous. The strategy blends regional expansion, premium positioning, cultural resonance, and grassroots connections.
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