New Delhi, Dec. 6 -- The craft beer industry is abuzz with the news of two multinational beverage companies, Anheuser-Busch (AB) InBev and United Breweries, which control three-fourths of India's beer sales, stepping in with new wheat-based products. While AB InBev, which sells the crowd-pleaser Budweiser, is selling its "crafted wheat beer" through 7 Rivers Brewing Co., United Breweries will introduce its "locally produced wheat beer variants" by the end of the year.
To put it simply, these firms are creating a craft beer variation they hope will help them enter this growing market. Speaking to Mint over the phone from Bengaluru, Debabrata Mukherjee, chief marketing officer of United Breweries, says, "It is an offering for a set of consum...