Belgian Beers Now Offered at India’s Pubs

Belgium‘s Chimay, one of only 11 “Trappist” beers in the world, brewed by monks within the walls of an abbey, with profits going to charity, will be available in India. Its launch in the Indian market coincides with the Belgian royal couple King Philippe and Queen Mathilde visit to India to mark 70 years of diplomatic relations between the two countries.

Another Belgian brand, Delirium, with its famous pink elephant logo, is also entering the Indian market. Both Chimay and Delirium will be imported, distributed and marketed in India by New Delhi-based Hema Connoisseur Collections Pvt. Ltd., and will retail at $8.50 per a pint bottle. Initially, the two Belgian beers will be available across selected eight retail outlets in New Delhi, six top hotels, a few restaurants and 18 pubs, including 12 units of Beer Café. “Within a few weeks, we’ll have a similar presence in Mumbai and Pune. There is no immediate plan to expand further,” said Amit Agarwal, chief executive officer, Hema Connoisseur Collections.

Trappist Beers

Beer pubs are upbeat, reports LiveMint. “Chimay is one of the most prestigious Trappist beers in the world. At Beer Café, these are the most premium beers on the menu. We have already witnessed a sense of exuberance among beer aficionados,” said Rahul Singh, founder and chief executive of Beer Café.

 

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Posted on by Gunjan Bagla
Gunjan Bagla
California-based management consultant Gunjan Bagla runs Amritt, a consulting firm helping American companies to succeed in India. Amritt is the trusted advisor for India market research, India business development, India market entry, Global Engineering, Global Technology Scouting, India R&D and Open Innovation. Gunjan is author of "Business in 21st Century India: How to Profit Today from Tomorrow’s Most Exciting Market" (Hachette Book Group, 2008), Amazon's top rated title on the subject. He has appeared as the India Expert on BBC Television, Bloomberg TV, Fox Cable Business and has been quoted in the New York Times, the Los Angeles Times, the Hollywood Reporter and Business Week for his expertise on India.

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