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India’s foremost beer manufacturers, including United Breweries (UBL), now under the ownership of Dutch brewing giant Heineken, AB-InBev, and Carlsberg, have jointly announced the establishment of a new industry association named Brewers’ Association of India (BAI).

These three brewing giants—UBL, Brewer Anheuser-Busch InBev (AB InBev) which owns renowned brands like Budweiser, Hoegaarden, and Corona, and Carlsberg, known for its Carlsberg and Tuborg brands—collectively contribute to approximately 85 percent of beer sales in India.

UBL leads the Indian beer market with its popular brands such as Kingfisher, Kalyani Black, Heineken, and Amstel Bier. BAI, established in collaboration with the World Brewing Alliance (WBA), aims to foster the growth of the beer sector in India and promote innovation, moderation, and sustainability within the Indian beer market, according to an official statement.

The WBA serves as the global industry body for brewers and brewing trade associations across major markets, including Australia, Canada, the US, Europe, Japan, Korea, Latin America, Brazil, and New Zealand.

BAI’s headquarters will be located in Delhi, with Vinod Giri appointed as its head, effective June 1, 2024. Giri, previously at the helm of the Confederation of Indian Alcoholic Beverage Companies (CIABC), brings extensive experience from the Indian alcoholic beverage industry to his new role.

“Brewers can play an important role in strengthening local economies, contributing to thriving communities and achieving better public health outcomes. The time is right for brewers to raise their voices on these issues. The Brewers of India will be a vital part of promoting moderate drinking, promoting our industry,” WBA President and CEO Justin Kissinger said.

The newly formed association will welcome other brewers, both domestic and international, who share the commitment to fostering responsible growth within the Indian beer industry.

Kartikeya Sharma, President, AB InBev India stated, “There are many barriers to the growth of India’s beer category, including inequitable taxation, accessibility, and the ease of doing business. We will continue to advocate to unlock a new era for the beer category.”

“The beer industry is an important sector for the states as it provides significant direct and indirect employment and generates significant revenues for the state to invest for its citizens. Through the Brewers’ Association of India, the industry expects to bring best global practices and further strengthen the sector,” commented Nilesh Patel, MD, Carlsberg India.

UBL MD & CEO Vivek Gupta said, “Together, the industry can help shape policies promoting responsible choices for consumers around moderate alcohol beverages, a robust taxation and regulatory framework and promoting investments for socio-economic benefits. We look forward to collaborating with governments and other stakeholders.”

The three companies have made substantial investments in India. Carlsberg operates seven breweries, UBL has 19, and AB-InBev India operates 10 breweries nationwide.