Although the name might sound odd, it's curious how 'Bad Monkey Beer' was invented by the team. Rohan says that there were some monkeys outside its Delhi office that used to trigger threats in the early days of the business in 2018. "Bad Monkey!" was blurted out by a person upset with his actions, which resonated with Rohan and stuck with him, and that is how the name was born. At their brewing unit in Punjab, the beer is brewed in batches. The raw materials are primarily imported, while the hops, the malted barley, originate from Europe. They come from North America (the US in particular). The brewing process also uses water from the Himalayas. Consistency and consistency are regarded by the organization as its USP. Rohan refuses to share specifics of how they accomplish this, but adds that the company has a team. In addition, each batch made is checked in the in-house laboratory of the company and internal processes ensure that in all batches the same texture is replicated.
It is not an easy endeavor to produce and exchange beer in the Indian market. This is the greatest challenge, according to Rohan, that he has faced as a "beer entrepreneur." To have greater control over beer consumption and price patterns, the market is largely controlled and regulated by state governments. This leads to higher taxes on alcohol, in particular excise taxes. Rohan notes that "selling beer in India is the same as selling beer in 29 different countries" "Each state has its own consumption taxes, guidelines and import-export rules, which are different from those of other states," he explains.
These states often also want various packaging materials for their state, which makes it difficult for us to do that.”At first, Rohan says that it was hard to overcome because the' volumes were limited,' but what kept them going was trusting your distribution partner. He said they would coordinate their dealers, suppliers, etc. for tasting sessions. When positive feedback was obtained and the product was approved, the wrinkles were gradually ironed out. In Delhi and Uttar-Pradesh, Bad Monkey Beer started its journey selling. Today it also sells in Chhattisgarh and Uttarakhand and even exports to Australia. Rohan says the gain of selling outside India lies in the fact that the market is much more mature and regulations are not as complex as they are in India. In just two years, the company clocked Rs 130 crore.
One has to be imaginative in order to sell liquor in India. The blanket ban on overt advertisement of liquor and tobacco in mainstream media by the Indian government has ruffled some feathers and forced stakeholders in the industry to pursue other avenues. Remember the Vijay Mallya-led beer company, Kingfisher beer, was positioned as a lifestyle brand to catch eyeballs from the Indian market? An uproar in the nation was generated by the Kingfisher models, the calendar and especially the aviation vertical.
The digital boom, however, has given some space for liquor brands to override such advertising challenges. In 2015, to harness India's digital marketing wave, the UB Group also collaborated with the digital media network, The Viral Fever (TVF). Rohan says that while alcohol advertisement is minimal, social media sites are the best places because individuals are also on these platforms in advanced age brackets such as 40-60 years. He says, "Online platforms provided us with a way to connect directly with our customers." The company would also set up stalls and run promotions at live concerts, food festivals, etc. before COVID-19 hit.
Location and Overview
Street Address: 78-A, GTK, Indl. area, Delhi. 110033
AVAILABLE: AT ALL LEADING SHOPS IN DELHI, CHHATTISGARH, U.P AND UTTARAKHAND
The beer is available in a 650 ml bottle, 500 ml can, and is also served in 330 ml pints. In Delhi, the bottle is priced at Rs 120 and the can is priced at Rs 65.
Like an earthquake, the coronavirus pandemic has struck the world. With a freeze in demand and instability in supply chains that went on for months, this brought the entire market ecosystem to a standstill. As they still prepare in advance, Rohan says that they have been able to maneuver through the crisis. We were supplied with enough raw materials to last for three-four months.
We took a loss hit of 10-15 percent, however. Rohan adds that in some states such as Punjab, West Bengal, Odisha, and Jharkhand, the government allowed some relaxation and even began distributing liquor online, but the response was sluggish.
The Businesswire report also notes that, relative to other Asian-Pacific countries, the per capita consumption of beer in India is very low. He says that in the aftermath of the pandemic, beer consumption further saw a decrease of 60-65 percent as people avoided consuming cold drinks. He says that it will take the industry one more year to recover. In the future, Rohan plans to launch the brand next year in Telangana and is also preparing to penetrate deeper into the "less-regulated global markets." Next year, Bad Monkey will join a few markets in Africa.
Bad Monkey Beer, which was created by Rohan Khare in 2018, has sold over nine lakh beer cases across four states in India. It exports to Australia as well. Rohan Khare has always had a passion for beverages, particularly beer. So it was not surprising when, right after completing his graduation from Delhi University, he decided to set his heart to it and pursue a course at the Wine and Spirit Education Trust (WSET). He also served as the Label Head for the liquor brand Rock and Storm for three years.
Right through his journey, Rohan felt that there was a lack of a strong beer brand in the industry that had consistency and taste. Estimates have shown that Indians prefer strong (lager) beer (with more than five percent alcohol content) followed by wheat beer, Stout & Porters, Ale, Sahiti, and others, according to a Businesswire report. With around 140 brands already in the beer segment including United Breweries, Budweiser, Carlsberg, Bira 91, etc, Rohan decided to dive into this market when he launched Delhi-based Bad Monkey Beer in 5 July 2018.
About Product Knowledge
Strong beer isn't just a cocktail, it's high and low, your friend. Bad Monkey is a powerful beer that aims to turn all your low times into happy ones and into unforgettable ones for your happy moments. This beer is sure to last in your minds longer with 8 percent alcohol! This brewtastic monkey is not here to rest from the finest barley and hops, it is here to take control and stay solid, just like its flavor. Bad monkey gets you gripping start for occasions when you want to kickstart your party on time and keep the pace going, and will continue to blow your minds. Whether it's an elephant, a duck, or a berg, in your band, Bad Monkey smiles his way of clinging deeper and longer. The real spunk, elegance, youthfulness and strength is contained in this stud bottle.Bad Monkey is your bad friend and a good chum, striving to become a symbol for young parties. And you're just supposed to be nice when being bad isn't pleasant!
41 kcl 170 kJ
Other Products and Company
Bad Monkey Super Strong Beer is a registered trademark of Sinq Beverages Pvt Ltd.
The Good Times is related to Bad Monkey, one of the first mild beers to be launched under Sinq Beverages Pvt Ltd, in more than one way. The brand will make sure you still have the GoodTimes, from music and food to sports events.
As per the price set by the State Government, the MRP listed on Sodamonk is. The cost of the bottles can vary. To check the right MRP, urge customers to visit the State Government's excise website.