Proost

Proost operates as a disruptor in India’s ₹1.3 trillion alcoholic beverages market. The company specializes in craft beer production and distribution, targeting urban millennials with regionally inspired flavors and premium brewing techniques. Its unique value proposition centers on "localized craftsmanship"—blending traditional ingredients like Himalayan hops and Jaipur honey with modern brewing methods to create differentiated products. Proost competes against mass-market giants (United Breweries, AB InBev) by prioritizing quality, with 70% of production brewed in micro-facilities to ensure batch consistency.

Key milestones 

• Market penetration: 1,800+ retail outlets across Delhi, Punjab, UP, Kerala, Jharkhand, and Karnataka.

• Volume milestone: 10 million units sold by 2025, capturing 1.2% of India’s craft beer segment.

• Strategic partnerships: Collaborations with 200+ premium bars for exclusive taps.

Core Products & Services

• Proost Strong: 8% ABV wheat beer with Himalayan hop notes (40% volume share).

• Monsoon Malt: Seasonal ale with Kerala spices (limited editions).

• Heritage Series: Jaipur honey-infused lager, Darjeeling tea stout.

• Low-Calorie Variants: <100-calorie IPA for health-conscious consumers.

• Bar Partnerships: "Tap Takeovers" with curated menus and staff training.

• Event Brews: Custom batches for festivals and corporate events.

Business Model & Revenue Streams

• Retail Sales (70%): Supermarkets and liquor stores (₹120–₹220 per 500ml).

• On-Trade (20%): Bars/pubs (margin-sharing agreements).

• Events (10%): Festivals and private commissions (₹50,000–₹5L per event).

Geographic Mix

• North India (60%): Delhi-NCR, Punjab, UP.

• South India (40%): Kerala, Karnataka.

Customer Segmentation

• B2B (80%): Liquor retailers, premium bars, hotel chains.

• B2C (20%): Direct engagement via brewery tours and tasting events.

Top Clients & Partnerships

1. Key Retail Chains

• Premium Liquor Stores: Delhi’s The Keg, Mumbai’s Wine Society.

• Hyperlocal Partnerships: 120+ boutique outlets in Bengaluru and Kochi.

2. Hospitality Partners

• Pubs/Bars: Social chain (50+ locations), Toit (Bengaluru).

• Hotels: Taj Group pilot in Rajasthan (2024).

3. Investor-Operators

• Chimes Group: Manufacturing and distribution support.

• Hyderabad Angels: Market-entry strategy for Telangana.

Future Outlook & Strategic Priorities

• Geographic Expansion: Target Gujarat, Maharashtra, and Telangana via investor networks.

• Product Innovation: Non-alcoholic craft brews and CBD-infused beer R&D (2025).

• Brewery Tourism: Taproom experiences at Delhi facility (20,000+ annual visitors target).

• M&A Potential: Exploring regional microbreweries for technology acquisition.

• Supply Chain Pressures: Malt import costs (60% imported) + 18% YoY freight inflation.