South Asian-inspired snack brand Curry Smugglers has expanded into beer with the launch of Desi Lager, a 4.2% ABV Basmati Rice Lager, alongside alcohol-free variant Mango Mirchi.
Having built its reputation in the Desi snacks category over the past two years, the challenger brand is now targeting the beer market with a range inspired by India’s brewing heritage.
Desi Lager is a light-bodied lager made with Basmati rice, while alcohol-free Mango Mirchi combines Alphonso mango and habanero chilli. The brand said both products are intended to offer a more modern interpretation of South Asian-inspired beer.
The launch takes inspiration from India’s historic use of locally sourced ingredients, including rice, in brewing. Curry Smugglers said the new range draws on that heritage while creating a contemporary beer proposition for today’s consumers.
The brand has packaged the beers in colourful cans designed to reflect modern South Asian culture and plans to bring the same disruptive approach to beer that it has taken in the snacks category.
Founder Steve Dass, who previously worked with an organic Belgian brewery and was involved in the UK’s early alcohol-free craft beer movement, said the launch was partly driven by frustration with the long-standing perception of Indian beer as simply a drink to accompany curry.
