DeVANS Expands its Premium Lager Portfolio: A Game-Changer in India’s Beer Market
Introduction
Jammu-based alcobev leader, DeVANS, has made significant strides in the Indian beer market by expanding its widely acclaimed Six Fields portfolio. As a leader in the industry, DeVANS is known for pushing the boundaries of innovation in the world of beer. With its new foray into the Premium Lager segment, the brand is poised to further solidify its position as a trailblazer in the Indian market.
On September 5, 2024, DeVANS officially announced its expansion into the Premium Lager category with the launch of two exciting new variants under the Six Fields umbrella: Six Fields Brute and Six Fields Pilsner. These beers complement the existing Belgian-style wheat beers, Six Fields Blanche and Six Fields Cult, which are already popular among Indian beer enthusiasts. With these latest additions, DeVANS is not only catering to a wider audience but also setting the stage for a head-on competition with multinational brands.
The Evolution of Six Fields: From Wheat to Lager
DeVANS has been a prominent player in the Indian beer industry, particularly with its flagship Six Fields Belgian Wheat Beers. The Six Fields Blanche and Six Fields Cult have earned accolades both nationally and internationally, winning prestigious awards such as medals at the Brussels Beer Challenge and Spiritz Selection Awards. These beers have become synonymous with quality and innovation, setting a high standard for craft beers in India.
Now, with the launch of Six Fields Brute and Six Fields Pilsner, DeVANS has expanded the Six Fields portfolio to enter the highly competitive premium lager segment. The decision to venture into lagers aligns with the evolving preferences of Indian consumers, who are increasingly seeking diverse beer options. This expansion reflects DeVANS’ commitment to understanding consumer demand and continuously innovating to meet their expectations.
A Bold New Addition: Six Fields Brute
The Six Fields Brute is the brand’s first strong lager variant, offering a robust and full-bodied flavor that caters to the bold beer drinker. With an Alcohol by Volume (ABV) of up to 8%, Six Fields Brute is designed for those who prefer a strong, intense beer experience. It embodies a brave, fearless persona, appealing to consumers who seek more than just a typical beer. The rich taste and strength of Six Fields Brute make it a standout in the premium strong beer category, providing a rare and memorable experience for adventurous drinkers.
The beer’s introduction marks a significant milestone in the brand’s journey, offering a bold choice for consumers looking for something unique in the Indian market. DeVANS has always been focused on providing fresh experiences to its consumers, and Six Fields Brute is no exception. It stands tall as a reflection of the brand’s fearless spirit and commitment to innovation.
A Smooth Lager Experience: Six Fields Pilsner
On the other hand, the Six Fields Pilsner offers a smooth and refreshing experience with a crisp, clear, golden color. It’s a lighter beer with up to 5% ABV, making it the perfect lounging companion for those looking for a more laid-back beer experience. Its refreshing taste and smooth texture make it an ideal choice for casual drinkers who appreciate quality without the intensity of stronger beers.
Six Fields Pilsner brings a refined, easy-drinking option to the Six Fields portfolio, complementing the boldness of Six Fields Brute. Its crisp, clean flavor profile sets it apart from other pilsners in the market, making it a top choice for beer lovers who value taste, smoothness, and sophistication.
Meeting Evolving Consumer Preferences
With the launch of Six Fields Brute and Six Fields Pilsner, DeVANS is catering to the ever-evolving palate of the Indian consumer. Today’s beer drinkers are more discerning, seeking both strength and refreshment in their beers. The growing interest in premium lagers and strong beers in India prompted DeVANS to expand its Six Fields bouquet to offer something for every consumer.
As DeVANS CMD Mr. Prem Dewan explains,
“As a pioneering partner in the growth journey of the Indian beer market, we truly understand the pulse and demands of the consumer. One of the first homegrown wheat beers with a lineup of accolades and awards, Six Fields is testimony to the innovative streak that DeVANS has instilled in the domestic beer market. We are elated to expand the Six Fields bouquet into the premium strong and lager beer segments, catering to a much wider consumer base.”
Mr. Dewan’s vision of bringing a wider array of options to Indian beer lovers underscores DeVANS’ commitment to leadership in the industry. By offering both a bold and strong variant in Six Fields Brute and a light and refreshing option in Six Fields Pilsner, the brand is perfectly positioned to meet diverse consumer preferences.
Competing with Global Brands
DeVANS’ expansion into the premium lager segment is not just a move to broaden its product range; it’s a bold statement aimed at taking on multinational brands that have traditionally dominated the Indian beer market. With a production capacity of over 1,80,600 kiloliters, thanks to strategic production tie-ups across India, DeVANS has emerged as a major player capable of competing with global brands on home soil.
The Six Fields range, already distinguished by its quality and innovation, now has the potential to attract even more consumers with its strong and lager variants. By focusing on both quality and a distinct drinking experience, DeVANS is setting itself apart in a crowded market. The company’s commitment to innovation and excellence ensures that it will continue to be a force to be reckoned with in the alcobev industry.
DeVANS’ Legacy: More Than Just Beer
While the Six Fields expansion is exciting news for beer enthusiasts, it’s important to remember that DeVANS’ legacy extends beyond beer. As the country’s oldest manufacturer of premium malt spirits, DeVANS has played a crucial role in shaping India’s alcoholic beverage industry. Its flagship GianChand Single Malt Whisky has earned rave reviews and numerous awards, including recognition from global whisky expert Jim Murray.
DeVANS’ ability to excel in both the beer and spirits markets is a testament to its dedication to quality, innovation, and craftsmanship. The company’s success is built on a foundation of understanding consumer preferences and delivering products that exceed expectations.
Conclusion: A New Era for DeVANS and Six Fields
With the launch of Six Fields Brute and Six Fields Pilsner, DeVANS is once again raising the bar for Indian beer. These new premium lager offerings reflect the brand’s commitment to innovation and consumer satisfaction. As DeVANS continues to expand its portfolio, beer enthusiasts can expect more exciting developments in the future.
For now, Six Fields Brute and Six Fields Pilsner are available in select regions, including Jammu and Kashmir, Ladakh, Delhi, Uttarakhand, Rajasthan, and Jharkhand. As the brand continues to grow, it’s only a matter of time before these exceptional beers reach even more consumers across India.
In a market where quality and innovation reign supreme, DeVANS is leading the charge—one bold brew at a time.
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