‘A British brewer prepared for a challenge’: SA Brain to export more than a million pints to India

By Sara Hussein

- Last updated on GMT

New 'Challenge': Welsh brewery to export more than one million pints to India
New 'Challenge': Welsh brewery to export more than one million pints to India

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SA Brain & Co is set to export more than one million pints to India before the end of 2016. 

More than 958,000 pints of the Belgium-style witbier Witlinger has already been distributed thanks to the brewery’s partnership with distributors Worldwide Drinks.

Brains’ head brewer Bill Dobson told The Morning Advertiser​: “A year ago it was just an idea in a meeting and now it’s grown to this extent. Hopefully we can build on that in 2017.”

Dobson added: “The Indian distributor was looking for a British brewer who would be prepared to take on the challenge of brewing a beer style that would be ideally suited for the growing Indian beer market. There’s an ever-increasing interest in beer there at the moment.”

Potential success

Worldwide Drinks director John Howkins said: “The Indian market has always been hugely challenging for British exporters, as the import taxes remain high and regulations across the different states are complex.

“However, the market is beginning to change and consumers are increasingly seeking more premium, imported products.

“Beer imports to India are still very much in their infancy but, as Brains have proved, with the right partner and the right product, it is possible to break into the market.

“Initial signs are that specially formulated Witlinger Witbier, developed by head brewer Bill Dobson, is proving very popular with Indian consumers.”

The beer has been extensively distributed in New Delhi and will be also sold in Mumbai and Goa.

Site relocation

Brains is set to relocate to a different site​ after approval was given for redevelopment plans at the Cardiff brewery site in Central Quay.

The company is currently looking for a new site in the city site, but has not confirmed any details.

Brains chief executive Scott Waddington said at the time: “We recognise the brewery site has huge potential for redevelopment and, at the same time, we needed to re-invest in our brewing plant, office and training facilities.” 

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A photo posted by Brains Brewery (@brainsbrewery) on

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