Selling by the Pint

Beer can be a particularly difficult product to market in a country like ours. So how does a master marketer make her product standout from an ever growing bunch of breweries? Mahou India’s Chief Marketeer believes that a scientific as well as creative bent of mind holds the key. Edited excerpts.

Indians like their alcobevs to be a little stronger than what is normally served in Europe. Mahou has been trying to adapt their products for Indian taste buds. How has that journey been?

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Indian beer market is very different and interesting. Over the years, the beer consumption has evolved just like the consumers’ tastes and preferences. Consumers are now realizing that it’s not only about the alcohol content but also the taste and ingredients that are responsible for the entire experience. This is where we come into play. We use a proprietary yeast for all our products whether it is being brewed in India or Spain. We are customizing our products to suit the Indian palate, but all products are made with the same yeast that is used to make beer in Spain as well. We are not only bringing our beer here but also the Spanish culture of Cañas and Tapas (beer and snacks) where you enjoy time with near and dear ones in the presence of music, food, and of course, beer.

How do Indians fare globally, when speaking of alcohol consumption? Can you comment on certain upcoming trends that we will witness?

Indian consumers have certainly evolved. They are well travelled and try to emulate their western counterparts. The trend of craft beers and microbreweries is something that also comes from the west and today, we are seeing a more mature consumer who appreciates taste and experience. Therefore, it can be predicted that brands with global history and distinct tastes will do well, as will the newer craft beers. Other trends that will gain popularity include IPAs (India Pale Ale), sour beers and pilsners.

Are microbreweries a pertinent threat to established and reputed breweries? If yes, how are you planning to tackle them?

It is not a threat because a consumer in this day and age is more likely to experiment. As I said earlier, the Indian beer market is very interesting one and has a huge potential to grow. Therefore, while the existing brands and types of beers continue to grow, there is enough room for global brands and new varieties in India to find a strong place. All in all, it is a great news for consumers as they get more options.

If you were to give any advice to people who plan to work with Mahou India, what would it be?

Never give up! Dream big. Be true to yourself, your job, your hobbies, give all of them, everything you have. Ownership is the key. Good strategy with proper implementation brings successful results. And most importantly stay positive and always spread a smile.

Name five things that you don’t leave your home without.

A smile, the tenacity to lead by example, a yes we can attitude, homemade lunch and my makeup kit.

What’s on your bucket list in regards with Mahou India?

This year, we aim to get into other states of the country and increase our consumer base by making them experience what we call the Mahou Maestra Moments. I am also looking forward to different innovations in brand portfolio development.

The Maverick’s Hobbies

• Travelling: Although she gets to travel a lot, Ramita hopes to travel more.
• Trekking: Being close to nature is something that the marketing wizard cherishes.
• Photography: Ramita is an avid photographer.
• Film making: Even though it started out as a hobby, Ramita is a passionate film maker.
• Singing: The Chief Marketer also has a golden voice and loves to sing at the parties she hosts.

From the February 2019 issue of FHM India.