East End Foods plc, one of the UK’s leading importers of Indian foods, has announced plans to diversify into the alcoholic beverage sector with the launch of two new beer brands, ‘Himalayan Monkey Beer’ & ‘Shimla Indian Beer’ , both being ‘truly Indian’ since they are brewed and bottled in India
Over the last 20 years, several Indian brands have made inroads into the British market, so much so that industry analysts say that “beers from the Indian subcontinent are now firm favourites with British drinkers”. The new East End products will fit into the demand in this segment.
East End’s Commercial Director, Paul Deep said: “The UK’s current two best-selling beer brands which strongly imply they are ‘Indian’, are actually brewed in the UK and are mass produced. Hence, we realised there was an opportunity to provide consumers with genuine Indian beer in the UK.
“Like with all East End products, the company painstakingly worked on the quality of the recipes in India, which in total took over a year to get right; we are delighted with the outcome.” said Paul.
The new brands go on sale from January 2016 and have been developed in line with two key consumer trends.
“In Himalayan Monkey Beer we identified a gap in the market for an authentic Indian Beer that is priced and positioned to appeal to a younger, more street-wise lover of ‘all things hot and spicy’ – a movement that continues to grow and reflects a clear preference for spicier foods amongst younger, more adventurous consumers. The Himalayan Monkey branding and label design will really capture the imagination of this market,” Paul added.
“Furthermore, we also realised that there is space in the market for a beer brand which appeals to the more mature consumer of Indian cuisine, especially those who frequent higher-end Indian restaurants, so we developed the ‘Shimla’ brand. In Indian history, Shimla was a Victorian Hill Station which was occupied by the British in the Days of the Raj, and we decided to use the name because it is itself synonymous with quality,” said Paul.
Both Beers have been formulated to be robust enough to work perfectly alongside the spices used in Indian & Bangladeshi dishes, without overpowering their delicate flavours. They have been authentically brewed and bottled in India which should make them a popular choice with the growing number drinkers who have a thirst for ‘craft offerings’ from manufacturers who are producing on a smaller scale and to ensure quality and a closer connection to the authenticity of their brands.
“For both beers, there’s a real emphasise on the care with which they’ve been prepared and the authenticity of ingredients we’ve used,” commented Paul, he added: “We think this will be appreciated by an increasing number of consumers as the trend to move away from mass production across the FMCG market continues to pick up pace in the UK”.
“Our initial strategy will be to distribute the beers through the massive network of Indian restaurants which exist throughout the UK… However, We are confident that the consumer will love this real taste of India, when accompanying their favourite Indian dishes,” said Paul.