Rupee Beer Poised for Indian Cuisine’s Breakout Moment

Rupee Beer founders Van and Sumit Sharma believe they’re ready to meet Indian cuisine’s moment.    On the latest edition of the Brewbound Podcast, the brothers share their journey of launching the Indian American beer brand during the COVID-19 pandemic as an add-on purchase at their family’s restaurant. Today, Rupee has expanded distribution to 18 states – most recently California – and the Sharmas are readying for an “explosion” of Indian restaurants entering the U.S market.    “We’re doing something that really directly ties it into the only story that we know, which is restaurants,” Van Sharma said. “That’s what we grew up in, more specifically, Indian restaurants.”   Rupee’s beer has found its way onto menus in Thai, Middle Eastern, Persian, Latin American and Caribbean restaurants.   “Anywhere global flavor, spice, those things hang out, that’s where we’re operating these days,” Van Sharma said. “Legacy brands out there definitely paved the way, but we’re doing something a little bit different, which also involves a little bit more of the local, craft American space as well.”    Although the Shamras built Rupee’s business primarily through the on-premise channel, they’re now getting the attention of national retailers and they’re leaning into their chain business.    Rupee is bringing new innovation to the Indian beer segment, which hasn’t seen an influx of new brands, Van Sharma said.   Later in the episode, The Sharmas discuss their strategy for engaging consumers and gaining their attention in retail stores, as well as their approach to building their distribution network and where they want to go next.    Plus, Justin, Jess and Zoe catch up on the latest headlines, including why it’s not time to panic despite the Gallup survey’s recent results on Americans drinking habits. They give a legal update on Uncle Nearest and the recipe agreement dispute between Schilling Cider and Incline. They also recap recent bev-alc experiences, from a growing dislike for black cherry flavors, to a sweaty trip to the Iowa State Fair.