Founded in 2018 by Rohan Khare, Bad Monkey Beer (New Delhi based brewery brand) offers its customers the spunk that strong beer lovers long for and a flavor that improves the drinking experience. According to Khare, good beer quality helps enhance the consumers' experience. Keeping in mind the existing quality of beers in the market, the brewery focused on the consumer's experience for having a strong beer. He adds, "Bad Monkey understood the market gap and the consumers' need for strong premium beer. Earlier quality and strong beer were not complimenting each other in the Indian beer market, but we focused on brewing these two terms together. We knew that it's easy to make a beer with high alcohol percentage (between 5 to 8%), but the quality (taste, aroma, drinkability) was missing."
With the long-term vision of giving consumers various expressions, the brewery spent its initial years perfect and grew the strong variant to satisfy the consumers' palate. Khare proudly quotes Bad Monkey as a perfect blend loaded with hops and barley flavors. It is said to be made with the finest imported ingredients, widely known for its USP - consistent quality and easy-to-drink strong beer. He says, "Bad Monkey beer redefines 'smooth', with a lingering smooth finish in every sip. The award-winning taste makes Bad Monkey beer stand out in the beer industry and is a great introduction to the strong beer market. It is made and available for everyone's needs."
Available in 650 ml quantity bottles and 500ml cans, this strong beer quenches thirst like no other. It is also within easy reach in the market in 330 ml pints. The bottle is priced at Rs 135, can at Rs 100, and a pint at Rs 70. The Bad Monkey beer is sold in Delhi, Uttar Pradesh, Chhattisgarh, and Uttarakhand. It has also been exported and welcomed in Australia and New Zealand.
Bad Monkey beer has done over 135 crores of business with a young and growing core team of 10 and an enthusiastic supporting team of over 50. The strong beer is brewed at its state-of-the-art brewery in Punjab using fully automated processes.
Sustainably packed beer
Khare mentioned that the brewery is considerate towards sustainability while choosing packaging material and processes for Bad Monkey beer. He says, "The beer is available in recyclable formats, that is, aluminum cans and glass bottles. Moreover, we do not apply any neck labels on our bottles to reduce paper usage. Our processes and equipment allow us to minimize water usage." He mentioned that the brewery is also exploring new packaging options, which are not practically viable presently but may become part of its packaging in the future.
Moreover, Khare states that the Bad Monkey team (in the brewery and on the ground) is always looking out for new processes and ideas to enhance efficiencies and the final consumer experience. He explains, "Our regular interaction and feedback from consumer through online and offline channels or campaigns helps us to improve and fulfill our motive of offering the best experience to the consumer."
Covid-19 pandemic wiped out the season
2020 was a challenging year for the world and the beer industry as well. With the covid-19 situation, consumers avoided (chilled) beer due to various factors - from high-cost per-ml-of-alcohol to not consuming cold beverages in danger of catching covid. According to Khare, breweries of all sizes were caught in the situation, as did the distribution and retail channels. Many require state government or industry support and innovative ways to tackle the hard times. However, Bad Monkey managed to grow its market share a bit last year, ending the year on a positive note.
Enhancing production capacity five times
Khare highlights that with brewing just a premium strong variant, Bad Monkey witnessed a growth of 250% in the second year of operations (a first full year of operations and capturing beer season) while growing around 50% in the covid-19 stuck year (even though losing a couple of season months due to lockdown). Since its launch, the company has done over 135 crore of brand sales.
The brewery's vision with Bad Monkey is to enhance the overall consumer experience of strong beer. With plans to expand geographically and portfolio, Bad Monkey plans to strengthen its present production capacity of 6 lac cases annually to around five times. "We aim to have a significant share of the growing Indian beer industry. Our future product expansion includes a premium mild beer and an ultra-premium strong variant. With planned investments worth Rs 60 crore in the next 3 to 4 years, we plan to increase the current production capacity to 5x," he concludes.