Business Today

Brewed To Taste

Beer start ups are rising up to challenge legacy brands

The evening we met Avneet Singh, The Beer Cafe in Nehru Place was throbbing with loud banter. The upper floor of the bar was cramped with those in skinny jeans and tight shirts; the television, on mute, was airing a Virat Kohli interview; tabletop papers told you "we don't screw your brew"; there were nachos and an exhaustive menu that showed pages after pages of domestic and imported beer.

One of them, Medusa, is a strong lager. The menu describes it as "a premium strong beer with soothing bitterness and hoppy aroma".

This Indian beer is less than two years old. Singh, one of the founders, was a teetotaller till recently but now does a perfect pour, inducing an one and a half inch head of foam in the mug it releases the aroma and prevents bloating when you drink it. He also makes the right noises. "Medusa is best paired with friends," he says with a laugh. In its first year, the beer

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