Crafters, a Mumbai-based home-grown microbrewery, on Saturday, October 10, launched their first-ever beer growler station. The brand also launched new product tagline “It’s not a burp, it’s a growl”, with an aim to roar-nay-and-growl, louder than ever before.
Crafters is Mumbai’s second microbrewery and was brought to life in the year 2016 by Vipul Hirani. The brand serves handcrafted, authentic, and fresh beer. The service thrives on three main markers of craft beer- fuller flavour, greater variety, and luring new people to be a part of the beer lover’s community. Serving a rainbow of different grain brews, the growler station has something for everyone; each brew holds a unique identity and flavour to suit varied palates. The refreshingly simple Belgian Wit, bright Pilsner, clean and light Cucumber Lager and fruity Hefeweizen are few of the brews on tap at the growler station.
With a view of providing unique styles of beer from across the world, Crafters expanded its footprints by starting its own taprooms. In 2018, the brewery launched its first taproom 'Crafters Taphouse' in Powai with a focus to provide nothing but the best and thrive on not just bringing beer to the table but delivering a wholesome experience.
With a strong brand positioning and core messaging of 'It’s All In The Hands,' Crafters has always believed in providing its patrons with the best of its handcrafted beers. During the Covid-19 pandemic, the brand was prompt at turning adversity into opportunity and adapting its offering to provide its signature brews in the form of growlers. The all-new Growler Station retail set-up is a result of this turnaround and aims to provide premium quality and excellent service as they set foot into this new territory.
The brainchild of Vipul Hirani, Crafters has become one of the most loved microbreweries and aims to cast the same spell on Andheri as well.
Talking about the new project, Vipul Hirani, CEO and Managing Director, Crafters, said, “The Craft beer industry was hit majorly during the pandemic and it became necessary to find an alternative to survive the current phase. I’m very thankful to the Maharashtra Government and the Excise department as they have understood the pain points for the industry and have approved the sale of the growlers. Their progressive stance and prompt action have helped the industry to reemerge, and service the market that was eagerly waiting for an alternative solution for craft beer. The launch of our growler station will be our first step towards starting our new journey in the industry. Our topmost priority is to provide our patrons with the same beery experience that they enjoyed at our taphouse. This will also mark a bigger comeback for Crafters as a brand along with opening future expansion doors. We have received great love and support from the beer enthusiasts for our taproom and that’s what has motivated us to come back with more excitement than ever before.”
The craft brewing industry in Maharashtra has experienced tremendous growth in the last 3 years, however, it came to a standstill due to the Coronavirus pandemic. Factories and breweries had to shut the production and supply of the beers, as the state went under complete lockdown, facing huge losses. The approval for the sale of beer in growlers from the government worked as a lifeline for the industry to survive and stay afloat. Growler stations will not only help microbreweries revive their business but also the brands as beer lovers can now sip their craft beer at home! The invention of craft beers has undoubtedly made the consumers more experimental with brewpub culture growing in cities like Bangalore, Pune, Delhi, and Mumbai, wishing to have the same everlasting taste on its patrons.
Crafters foresees to expand its range of brews and include as many local flavours to satiate every customer’s taste buds. The first growler station will observe an array of seven flavours of beers on tap that are available in growlers for takeaways. Growlers are pressurized containers that carry freshly brewed craft beer and are the new buzz among craft beer lovers in India. The multiple sizes and types of containers it comes in is easy to choose from as per your suitability; all equally compelling. Also, to ensure that it is easily accessible and at an affordable range, the 1-litre growler is priced at INR 600 and a 2.5-litre growler at INR 1400 (excluding taxes) to be enjoyed at the comfort of your home.
The brand also has chalked out a well-thought expansion plan and is looking to cement two more of these outlets in Mumbai in the near future. If the situation gets better going forward, Crafters is also planning on setting up a taproom in 2021 in the post-COVID scenario.
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