Zero-alcohol beer brand Coolberg to expand

Virendra Pandit Ahmedabad | Updated on March 20, 2019

Plans to raise more funds to increase market penetration

Even States like Gujarat and Bihar, which have implemented prohibition, would love to say three cheers to this beer brand — it is zero alcohol!

Coolberg, which claims to be India’s first crafted zero-alcohol beer brand, is expanding its reach from 2,000 outlets now to 10 times this number in 2019. Available in glass bottles, the company is also set to launch the non-alcoholic beer in cans.

“Our beer brand is already available in about 300 outlets in Gujarat, including 100 in Ahmedabad,” Pankaj Aswani, Founder and CEO, Coolberg Beverages Pvt Ltd, told BusinessLine. The Mumbai-based start-up, raised seed fund in August 2018 from India Quotient and India Angel Network, is planning to raise more funds this year, to be used in increasing market penetration and brand awareness. He said Coolberg has tied up with a Bhivandi-based brewery near Mumbai for manufacturing its products. Coolberg beer is currently available in seven flavours — malt and its crafted variants such as ginger, mint, peach, cranberry, strawberry, and coffee. Unlike regular beer, which is brewed after full fermentation, non-alcoholic beer is made in controlled conditions allowing only a limited fermentation. Due to this, generation of alcohol is halted. “We also add preservatives to prolong shelf-life.”

Fermenting yeast produces alcohol, which helps give beer its flavour. The technique to make non-alcoholic beer involves preventing yeast from producing alcohol or to remove alcohol in the end. He said Coolberg’s malt beer is significantly low on calories than any other regular soft drink beverage and is an healthier option.

Aswani, a chartered accountant, who worked with Citibank, turned entrepreneur and launched the brand in 2016. It is now available in nearly 2,000 outlets across more than 30 major cities, which primarily includes restaurants and cafes.

Published on March 20, 2019

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