Here's What You Should Know About Indian-Made Beer and How to Drink It

The U.S. beer market is not only competitive but highly diverse, with craft breweries from nearly every state mingling with endless international imports on store shelves. Despite these varied choices, Indian beers have traditionally held a minor presence. But according to Tony Bedi, president of East West Beverages Inc., the largest importer and distributor of Indian beers in the U.S., a shift is underway.

“In the past three decades, there has been a growing global awareness in the U.S.,” says Keith Stevenson, consultant at East West Beverages Inc. This increased worldview has gradually elevated the profile of Indian beers. 

The expanding Indian diaspora and the rising popularity of Indian cuisine in the U.S. are crucial factors in this transformation. 

“Today, there are [approximately] 5,000 Indian restaurants in the U.S., and dishes like chicken tikka masala, tandoori chicken and naan bread seem to have become part of the [country’s] lingua franca,” says Bedi, adding that, in turn, U.S. consumers are willing to try the Indian beers served at the restaurants they visit. 

Leading Indian and Indian-inspired beer brands

Among the pioneering Indian beers in the U.S., Taj Mahal Premium Lager stands out as a trailblazer. Launched in 1984 in the U.S. by the United Breweries Group, it was the first authentic Indian beer to make its mark in the American market. 

With origins dating to 1857 in Bangalore, India, East West Beverages Inc., the sole distributor of Taj Mahal in the U.S., has played a crucial role in its success over the past four decades. 

This success paved the way for other Indian and Indian-inspired beers, such as Kingfisher, Haywards 5000, Bira 91, and Rupee Beer. 

Rupee Beer, in particular, offers a fresh take on Indian-inspired beers by merging traditional roots with a modern global perspective. 

Brothers Vanit Sharma and Sumit Sharma, owners of Rupee Beer, have collaborated with craft brewing legend Alan Pugsley to formulate all three Rupee expressions.

“It's the story of a progressive global Indian that is very much in touch with their heritage and roots, but also spent time living in Europe, Australia and North America,” says Vanit. The brothers wanted to create a product that blended “all these identities which make us who we are.” 

The challenges of entering the U.S. market

Breaking into the competitive American beer market is no easy feat for Indian beer brands. 

When Taj Mahal was first introduced to the U.S. over four decades ago, it faced hurdles of perception. “The mindset of the U.S. distributors couldn’t grasp that India brewed beer,” says Bedi. 

Determined to overcome this skepticism, “Bedi remained relentless,” says Stevenson. “On any given day, you can find him crisscrossing the country, meeting with distributors and restaurants, or sponsoring key events engaging with the Indian diaspora. He makes it a point to attend various beverage industry conferences annually and make his brands known.”

Today, Taj Mahal is available in 42 states across the U.S., with a robust network of over 60 distributors. 

Navigating the U.S. market involves additional challenges, largely due to the country’s complex alcohol laws. 

“The regulatory environment makes the process more time-consuming and tricky,” says Sumit. “Each state has its own rules, and the three-tier distribution system adds complexity. But we've been able to upskill our knowledge of the alcohol and beer industry pretty quickly as we scale Rupee into more states. We're very excited to add four more states this year, making our coverage span just under 20 states across America.”

Consumer education has also been a challenge. 

“In the 1990s, explaining what a samosa, chicken tikka masala or naan was to Americans was part of our daily routine,” says Vanit. 

The Indian-American brothers grew up in Maine, with their parents operating three of the state's oldest Indian restaurants. They spent much of their youth waiting tables and catering Indian weddings. As they got older, they began selling customers on Indian beers like Kingfisher and Taj Mahal, changing perceptions one patron at a time.

Future outlook

Looking ahead, the future of Indian and Indian-inspired beers in the U.S. looks promising. “As a vibrant beer-consuming country, it has significant growth potential,” says Stevenson. 

This optimism is backed by a notable trend in global culinary preferences. 

“With more people becoming world citizens, one believes that there will be an increase in acceptance of foods and beverages that until recently were outside the sphere of acceptability,” says Bedi.

The Sharma brothers echo this sentiment. 

“We're optimistic that beer will continue to grow within our category in America but also overseas where our demand has been astronomical,” says Vanit. 

Must-try Indian beer

Taj Mahal Premium Lager

In the past four decades, Taj Mahal has become a staple in Indian restaurants across the U.S. This crisp lager, brewed entirely in India, has a flavor profile intentionally created to complement Indian cuisine. 

Slow brewed with premium malts and Saaz hops in copper tuns at a brewery in Daman on India’s west coast, it features a smooth and rich body, with sweet malt tones intertwining with a light bitterness that disperses gradually into a crisp, drying finish.

Available in both the traditional 650ml or 11-ounce bottles, this beer is an excellent companion to bold Indian cuisine, from fiery curries to fragrant tandoori dishes, and is just as enjoyable on its own. 

Kingfisher Premium Lager

India’s iconic beer pours a bright, golden hue with a foamy, white head that dissipates swiftly. On the nose, it offers a refreshing mix of subtle malt sweetness along with delicate floral and citrus notes. The first sip reveals a light, crisp body with mild carbonation, and a hint of hop bitterness that balances the malt’s nuanced flavors. At a modest 4.8% ABV, it’s the kind of beer you can sip through an evening without missing a beat.

Bira 91 Blonde Summer Lager

Widely available across the U.S., this “Imagined in India” beer has a lustrous golden hue and creamy, white head. With an ABV of 4.5%, it’s a refreshing, sessionable beer ideal for warm weather. There is a light malt sweetness up front, making way for subtle hints of spice and hoppy aromas of pine, with a clean, medium-bitter finish. The result is a well-rounded, uncomplicated lager with a crisp, approachable flavor.

Rupee Beer

Launched in 2021 by brothers Vanit and Sumit Sharma, this light-golden, blondish lager with a smooth, subtly sweet finish, is the latest Indian-inspired beer to hit the U.S. 

“We wanted to tell our story of how Indian food and flavor is a massive part of our upbringing and identity being the sons of Punjabi restaurateurs who have been in the Indian restaurant business across multiple continents for half a century,” says Sumit. 

Crafted with three different kinds of hops and Indian ingredients like basmati rice for a smooth profile and maize for a hint of sweetness, this lager is as much a nod to tradition as it is a refreshingly modern pour. Its lower carbonation avoids heaviness, making it a seamless pairing with spice-forward dishes and global flavors. It is available at stores such as Whole Foods and Trader Joe’s, and was the first Indian beer ever sold at a major league baseball game.

Haywards 5000

Produced by AB InBev India, this Indian beer stands out with its impressive 7% ABV, delivering a surprisingly light yet flavorful profile. A fruity aroma is on the nose with hints of golden raisins and honey emerging on the palate. Subtle undertones of grain husk and hop bitterness provide a well-rounded balance, ensuring it remains refreshing without becoming overly sweet. Though not widely found in the U.S., its distinctive character makes it a notable choice for those seeking a taste of India’s rich brewing traditions.

Simba Stout

While you won’t find Simba Stout in the U.S. just yet, it’s a beer worth tracking down on your next trip to India. This deep, ebony-colored stout is rounded and full-bodied and is also rich to the point that it tastes creamy, alongside roasty caramel, dark chocolate and espresso notes. Its low bitterness provides a smooth, easy finish, making it an excellent choice for those who like a toasty, well-balanced stout without the harsh bite.