Brewing the Future

-Prem Dewan, Managing Director, DeVANS

As part of NUFFOODS Spectrum’s 12th Anniversary Special interview series, we spotlight Prem Dewan, Managing Director, DeVANS, in Brewing the Future. In this third edition, Dewan shares his Vision 2030 for shaping India’s premium beer and alcoholic beverage segment through innovation, portfolio premiumisation, and strategic market expansion. From pioneering strong premium beers and Belgian-style offerings to diversifying into gin, RTDs, and non-alcoholic sodas, DeVANS is positioning itself as a forward-looking player ready to capture shifting consumer preferences in the evolving Indian and global beverage landscape. Edited Excerpts;

How does DeVANS envision its role in shaping the premium beer and alcoholic beverage category in India by 2030?

We see ourselves as a major player in shaping the premiumisation trend in India’s beer and alcoholic beverage market by 2030. We’re all about enhancing our brand offerings to align with changing consumer preferences. It’s exciting to see premium strong beer brands popping up everywhere now—a category that barely existed just a few years back. Almost every brewery, including ours, has jumped on the bandwagon with new brands in the premium strong beer space, and the same goes for light beers, which are seeing a rise in private labels. Our premium products have been incredibly well-received, and we’re getting ready to roll out a couple of new offerings in emerging segments soon. This approach also applies to our liquor brands, putting DeVANS at the cutting edge of quality and innovation as we aim to grab a bigger slice of the premium market.

What innovations in brewing techniques or ingredients is DeVANS currently investing in to enhance quality and differentiation?

Godfather, our flagship beer brand, is indicative of the company’s entrepreneurial spirit for innovation, especially through its variants, GODFATHER LEGENDARY and GODFATHER SUPER 8. In particular, GODFATHER SUPER 8 is the only beer in India that has 8 per cent alcohol content and is also an unusually smooth and refreshing beer, which meets international standards as well. DeVANS is continually investing and developing new brands in hitherto unrepresented segments which would soon be available in the market. We have  just recently launched a couple of new expressions in the GianChand single malt range which have come out on top in international blind tasting competitions. 

With India’s craft beer segment gaining momentum, how is the company strengthening its positioning in this space through brands like Six Fields?

While we may not be in the craft beer game, we’re definitely making waves in the premium beer market with brands like Six Fields. Initially boasting of only the Belgian-style wheat beers with a delightful blend of refreshing orange and coriander notes with two options: the light and crisp Six Fields Blanche at 4.5 per cent alcohol, or the bold and robust Six Fields Cult at 6 per cent alcohol, the category has been expanded to a Pilsner and Strong Lager with more to follow. These selections are perfect for those looking for unique, high-quality experiences that echo craft styles. The beers are presently available in North India but are steadily being introduced in new markets. 

DeVANS exports to over 15 countries. What percentage of your total revenue is currently export-driven, and what’s the target by 2030?

The ratio of our exports to total revenue is not much primarily because of the fact that we are situated in one corner of the country away from the ports thereby raising substantially our shipping costs. We are also hemmed in by capacity constraints and would shortly be going in for substantial expansion.

The Indian consumer is shifting towards premium beverages. How is DeVANS evolving its product portfolio to meet this demand?

As already indicated, we are steadily increasing our premium portfolio with the Six Fields brand having been expanded from two variants to four now, with more to follow. We are shortly launching our premium Gin as well as RTDs later this year. We are also developing new products in the premium range which are in an advanced stage of progress.

What are your long-term sustainability or green manufacturing goals — for example, water usage efficiency or packaging innovation?

Our breweries and the Samba distillery already have zero discharge and are recycling the full wastewater after treatment. We are also the only malt spirit manufacturing unit in the country which is concentrating its pot ale in order to create a value added product.

How are changing consumer preferences — such as demand for low-alcohol or flavoured beers — shaping your product pipeline?

There is hardly any demand for flavoured beer in the Indian market. UB had launched a product a few years back which did not do well and had to be taken off the shelves. We too had done some work on this with trial runs in the Jammu market but later shelved the project. However, we are in the process of developing low alcohol products which will be launched early next year.

Alcohol regulation varies across Indian states. What policy reforms or regulatory shifts would enable more consistent market growth?

Alcohol in beer is highly taxed. Drop for drop, alcohol in beer is taxed much more than alcohol in liquor. This makes beer very expensive for the consumer resulting in lower demand. Beer outsells hard liquor all over the world except in India where beer sales are only a small percentage of the liquor sales. Correction of this anomaly can result in much higher sales of beer. 

Is DeVANS exploring opportunities in adjacent categories such as ready-to-drink (RTD) cocktails, non-alcoholic beers, or fermented functional drinks?

We are branching out into new areas, especially in the non-alcoholic market, with the exciting launch of Godfather Soda. This move allows us to tap into the rising demand for convenient options among younger consumers. By leveraging digital strategies, influencer marketing, and a strong focus on cultural relevance, we aim to establish Godfather Soda as a go-to choice for urban youth. While we’re not currently looking into ready-to-drink cocktails or fermented functional drinks, we’re keeping the door open for potential partnerships in related fields as we strengthen our presence.

What has been the revenue growth trajectory for DeVANS over the past 5 years, and what CAGR are you targeting by 2030—especially from premium and export segments?

We have been increasing our beer production capacity with co-packing arrangements in different states resulting in a very healthy growth over the last five years. We now have co-packing arrangements in five states with at least two more such arrangements to follow in the very near future with the objective of at least doubling our beer sales in the next 5 years. 

Mansi Jamsudkar Padvekar 

mansi.jamsudkar@mmactiv.com