Let there be hops

India is currently at the bottom of the pyramid of beer drinking countries, with the Czech Republic and Ireland topping the list.

Two gents are determined to increase the reach of the world8217;s favourite golden beverage

India is currently at the bottom of the pyramid of beer drinking countries, with the Czech Republic and Ireland topping the list. 8220;Don8217;t be fooled by these figures. A lot of alcohol is had in India, sadly it8217;s not beer,8221; says

Johan De Deyn, technical manager of Asia Pacific Breweries. 8220;This leaves a huge potential for growth in the Indian market, which is slowly opening up to different kinds of beers, whether it8217;s dark malt beer or fruity lager,8221; he adds.

Based in Hyderabad, Deyn is in India to promote beer, its consumption and production in a market that currently forms only 0.8 per cent of the world8217;s beer drinkers. Chief Executive Officer of South Asian Breweries, Ashwin Deo is behind Deyn8217;s visit, since moving from promoting a sparkling wine like Moet to a product like beer has been, in Deo8217;s words, 8220;A shift from cheese to chalk. Moeuml;t, and for that matter most of the wines, are high-end products. Its niche and usually appeals to an older generation. The way I see beer is that it appeals to a generation that8217;s young at heart.8221; Deo adds that he would prefer wine for a formal occasion and beer for a night-out with the boys.

Deyn is giving us a crash-course on beer, its history and how it8217;s made. It8217;s a lazy afternoon of Tiger beer at Olive in Mahalaxmi, and Deyn busts a few myths about the golden brew. 8220;Most people assume that light beers are not strong. Dark beers are seen more as the 8216;real thing8217;. However, one can brew a light beer and make it strong, just by increasing its alcohol content,8221; says the expert who has been in the business for over 20 years.

While Indian soil is not ideal for growing barley8212; one of the key and most expensive ingredients of beer8212;Deyn and other serious players in the industry are hoping to introduce strains of barely that are more suitable for brewing to the farmers in Punjab

and Haryana, where most of the crop is grown. 8220;We will, however, make the offer viable for the locals 8212; it has to be economically viable,8221; says the guru of hops, malt and yeast.

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8220;Currently most of our malt and hops are imported,8221; he adds, the idea is to get India at par with China which is currently producing and exporting a lot of beer. 8220;India can because it has the resources and the labour?it8217;s just a matter of time.8221; Well

Deyn8217;s words might ring true, but till then, it8217;s time to clink pints.