As a new generation of consumers comes into the legal drinking age, they not only seek something unique to their personalities but also something that fits into their lifestyle. High-quality beverages are a rage right now, and with cocktails and craft beers quickly growing in popularity, consumers are becoming much more knowledgeable about what they are drinking.

Premiumisation

Premiumisation has been an influential trend in the beverage industry. Premium products have become more alluring, and consumers are likely to treat drinks as something worth spending a little extra on. The influence of millennials continues to the growth in the market, and they prefer sophisticated indulgences and experiences. This growth is fuelled by globalisation-with established western fads like demand for premium alcohol spreading to new markets.

Eco-friendly initiatives

With a keen emphasis on purpose, new-age customers are paying more attention to the environmental repercussions of their purchases. This recent shift in preference has led to brands operating more consciously and considering the beliefs and lifestyles of their patrons.

It’s all about craft

Craft beer has become more than a trend in India; it’s a movement, and it’s easy to see why. Craft beer is all about local ingredients and traditional methods, with an emphasis on drinkability and flavour. Craft beer is a great way for brewers to experiment with new flavours and styles, and in India, there are plenty of opportunities to experiment with local ingredients like coriander, banana, oranges, etc.

The newly launched Seven Rivers beer pays homage to these multiple flavours of India. The craft movement has been spurred by a growing urban population with more disposable income, time for leisure activities, and the consumers’ changing attitudes toward experimentation. We see the craft beer movement continuing to grow in popularity in India – it’s an exciting way for people to get involved with their communities and enjoy some great new flavours!

Mix it up with beer

With evolving consumer palettes, beer has taken on a whole new life as the basis for a whole new type of cocktail-the beer cocktail. Beer cocktails have taken off in popularity in India because they’re an amazing way to combine two of the country’s favourite beverages into one delicious treat. And since India has such an active bar scene, it only makes sense that these drinks would become so popular. — IANS Wire Service.

. . . what are the main ingredients?

Beer is one of the most widely consumed beverages in the world. In spite of this fact, few people know what actually goes into the bottle. The ingredients in beer are surprisingly simple.

It is the different combinations of these ingredients that create the huge variety you will see spread across supermarket shelves and restaurant menus. Just so you know, beer is made from four things: grains, hops, yeast, and water. Let’s take a look at the four main ingredients.

Water

Water makes up the majority of the volume of beer. Water generally accounts for about 90% of beer, which means this is the main ingredient, but it can have a major effect on the flavour of the beer. Water is everywhere, but the pH and chlorine levels will differ, and this will affect the beer in its end product.

Yeast
Yeast is a single-cell fungus and a powerful leavening agent that causes bread to rise by digesting the sugars in the flour and releasing carbon dioxide as a by-product. Brewers may use active dry yeast, lager yeast, ale yeast, and liquid yeast strains to make various beers.

The yeast affects the beer flavour when it breaks down the sugars into ethanol, forming other metabolites that further influence the aroma and flavour.

Hops
Hops are little green flowers that grow on a bine, which is similar to a vine but without the tendrils.
These flowers are shaped like a cone, and these cones become filled with a bitter resin that combats and balances the sweetness of the malt. In other words, hops can be considered the “balancing agent” in beer.

Depending on when the hops are added, the bitterness, flavour and aroma of the beer can vary. This is why some types of beer (IPAs, for example) contain high bitterness and give the style of beer its distinctive taste.

Grain
Grain is another essential ingredient in beer production. It provides colour, extracts the flavour, and sources sugar that interacts with the yeast.

Malted barley is the most common and popular grain used by brewers. It is the primary source of sugar that does the final wonder into beer. After harvesting, grain needs to soak in water for a different time frame to prepare the starch.

The starch processing is called germination and firmly produces the necessary sugar. Finally, the process gets stopped by heat – making the barley roasted. Brewers use these roasting grains to change the colour and flavour.

Apart from the barley, other grains like rice, corn, wheat, oats, rye, and sorghum, are also used for brewing beer, although they are used as sub-ingredients of barley for different styles. — IOL Lifestyle.