In a challenging craft beer market, Delhi’s Ministry of Beer bets big on Goa

Goa loves its beer, chilled and bottled. According to O Heraldo, the state sells close to six million cases (24 bottles in one case) each year. While the larger players—likes of Kingfisher, Budweiser, Tubourg, and Carlsberg—make good money in the state, local players, including the classic Goa Kings (formerly Kings beer), Susegado, People’s Lager, Eight Finger Eddie, and Maka Di—available between Rs 85 and Rs 160—continue to be favourite of locals and tourists alike. 

However, unlike Bengaluru, the beer capital of India, brewpubs, or microbreweries, are yet to make a big splash in Goa. The reason lies in the convenience and affordability of bottled beers available in the state. 

Susegado was the first brand to start selling craft beer in Goa, in 2017, after the Goa government introduced the microbrewery law. The following years saw the inception of Goa Brewing Company and Maka Di. 

Bengaluru-based Arbor Brewing Company opened a microbrewery in 2018, but eventually shut shop. The company later collaborated with Great State Aleworks to establish Half Pint, a taproom in Vagator, however, it also shut down. 

Today, besides Susegado and Maka Di, Seven Rivers Brewing Co (a joint venture between IHCL and Ab InBev) serves fresh beer on the tap in Goa. 

More recently, in December 2024, Delhi’s first-ever microbrewery, Ministry of Beer (MOB), debuted on the Goan shores. Located in Anjuna, MOB is taking a shot at brewing a success story in the challenging Goan market with its craft beer.  

During a visit to its microbrewery in Goa, YS Life caught up with Raunaq Singh, Managing Director at MOB, to understand how the brand plans to swoon the Goan market. 

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Edited excerpts from the conversation: 

YS Life [YSL]: What made sense to launch in the challenging Goan market?

Raunaq Singh [RS]:  The Ministry of Beer made its Goan debut on December 18, 2024, and expanding to Goa was a decision we took after careful consideration. 

Goa’s energy, its love for celebrations, and its openness to new experiences made it the perfect place for us. People here appreciate good beer, and we wanted to introduce them to a premium craft experience that goes beyond the usual. The steady stream of tourists was another big factor; Goa’s mix of locals, domestic travellers, and international visitors allows us to showcase our innovative brews to a diverse audience.

Food plays a huge role in how people experience beer, and Goa’s rich culinary landscape, especially in vibrant areas like Anjuna, was another reason we felt this was the right move. By infusing global brewing techniques with local flavours, we’re able to create something that speaks to both traditional palates and those looking for something new.

While craft beer culture in Goa is still evolving, we wanted to introduce a space that blends artisanal brewing with an atmosphere that redefines dining and social interaction. 

YSL: Did you face any challenges while launching in Goa? 

RS: Launching in Goa came with its share of hurdles, both in perception and execution. Unlike regions where craft beer enjoys an established following, introducing a brand in a market dominated by mainstream labels requires thoughtful navigation.

Among the major challenges were familiarising people with craft brewing, educating consumers about the art of brewing, and encouraging them to explore beyond mass-market options. At MOB Goa, the moment a guest is seated, they are welcomed by tasters of our brews, allowing them to experience different flavours before making a selection. 

To build a stronger connection with our audience, we actively experiment with local ingredients such as kokum and coconut, infusing our brews with a distinctly Goan character. Seasonal offerings like Cupid Ale (strawberry) in winter and Aamasutra (mango) in summer keep our lineup dynamic and engaging. 

Our service staff is extensively trained in beer education to guide guests through our offerings, explaining flavor notes, food pairings, and brewing techniques to help them find the perfect match. Additionally, they educate guests on the difference between craft and draught beer. 

YSL: What makes you confident that you will be able to crack the craft beer market in Goa?

RS: Our belief in making craft beer thrive in Goa comes from a strong vision and a concept that goes beyond simply serving great brews. While the market may not have fully embraced craft beer yet, we see this as an opportunity rather than a challenge. Goa is a place where people seek unique experiences, and that’s exactly what we bring to the table.

The in-house microbrewery ensures that every beer we serve is freshly crafted using the finest ingredients and precision techniques. Our dining experience is inspired by music, creating an atmosphere where flavours, sounds, and ambience work together to enhance the moment. The rooftop offers an open-air setting where guests can soak in the energy of Goa while enjoying a pint, making the experience both relaxed and vibrant.

Another key aspect of what we do is blending global brewing techniques with local influences. Goa has a rich culinary identity, and we’ve embraced it by incorporating regional flavours like Vindaloo, Xacuti, and Cafreal into our food pairings. This not only connects with local preferences but also gives visitors a taste of something uniquely Goan in a way they may not have experienced before.

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YSL: You have adapted a lot of local flavours. How have you ensured that you cater to the ‘Goan’ taste buds while remaining true to your signature style?

RS: MOB’s brewing philosophy is rooted in experimentation with indigenous ingredients, bringing a taste of Goa into every sip. By doing so, we create unique brews that not only highlight local terroir but also contribute to reviving and celebrating Goan flavours through craft beer.

Some of our past and upcoming creations include Honey Ale, brewed with local Goan honey for a smooth, slightly sweet profile with a distinct floral aroma. Our Cupid Ale, a strawberry-infused seasonal winter special, offers a refreshing fruit-forward experience, while Aamasutra, our soon-to-launch mango beer, celebrates the king of fruits as a summer special. Currently in development is our Coconut Porter, where we are experimenting with coconut to craft a rich, tropical porter that captures Goa’s coastal essence. '

Additionally, we are conducting trials with cashew and kokum, two ingredients woven into Goa’s heritage, exploring their potential in craft brewing.

YSL: Do you plan to experiment with more seasonal produce and ingredients?

RS: We are already exploring ways to expand our seasonal lineup, bringing in tropical fruits for summer and spiced variants for festive months. Collaborations with local farmers will play a crucial role in ensuring we use fresh, regionally sourced ingredients, enhancing both quality and sustainability.

To deepen this connection, we are actively working with chefs and local farmers to create unique pairings and beer-infused dishes that showcase the versatility of our brews. One of our key upcoming initiatives is Chef’s Night at MOB Goa, where renowned chefs from some of Goa’s top restaurants will come together for an exclusive evening of beer tasting. Additionally, with our newly acquired supply license, MOB beer will soon be available at multiple restaurants across the city. 

YSL: What are your expectations in terms of beer consumption in FY25-26 in the Goa market?

RS: On weekdays, we welcome around 50-60 guests per day, showing strong local interest in craft beer. Weekends see a notable jump, averaging between 90-100 visitors as both residents and travellers gather to explore our offerings.

Despite the seasonal slowdown in tourist traffic, our sales figures remain strong, showing a steady demand from both residents and visitors. Even on weekdays, during the off-season, revenue has consistently reached Rs 1 lakh per day, reflecting a loyal customer base. Weekends see an increase, often touching Rs 2 lakh, with occasional variations between Rs 1 lakh and Rs 1.5 lakh on quieter days. 

Currently, our beer consumption stands at approximately 2,000 litres per month. With the recent acquisition of our supply license, we are expected to significantly increase beer consumption, with projections targeting 5,500 litres per month in the near future. 

YSL: So far, how many outlets have you launched across India? Why do you largely focus on Tier II cities? 

RS: The first outlet in Connaught Place, Delhi set the foundation in 2016. From there, we expanded to Goa in December 2024, followed by Lucknow in February 2025. An upcoming launch in Indirapuram (Ghaziabad, Uttar Pradesh) is also in the pipeline. Looking ahead, we are actively working on expanding into Jaipur, Udaipur, and Indore, with further plans to establish a presence in more Tier II and Tier III cities down the line.

Our primary focus on Tier II cities stems from the immense potential these markets hold. Unlike metros, where the space is already competitive, Tier II cities offer room for brands like ours to make a lasting impact. Expanding into these locations allows us to cultivate new audiences and establish a strong presence in emerging markets where craft beer is still gaining traction.