Van and Sumit Sharma launched Rupee Beer during the COVID-19 pandemic as an add-on at their family's Indian restaurant and have expanded distribution to 18 states, including California. The brand targets Indian and globally flavored restaurants such as Thai, Middle Eastern, Persian, Latin American and Caribbean, while also positioning itself within the local American craft space. Initial growth relied on on-premise sales, and the brand is now attracting national retailers and chain accounts. Rupee focuses on innovation in the Indian beer segment, consumer engagement in retail, and strategic distribution to capture growth as more Indian restaurants enter the U.S. market.
Rupee Beer founders Van and Sumit Sharma believe they're ready to meet Indian cuisine's moment. On the latest edition of the Brewbound Podcast, the brothers share their journey of launching the Indian American beer brand during the COVID-19 pandemic as an add-on purchase at their family's restaurant. Today, Rupee has expanded distribution to 18 states most recently California and the Sharmas are readying for an explosion of Indian restaurants entering the U.S market.
We're doing something that really directly ties it into the only story that we know, which is restaurants, Van Sharma said. That's what we grew up in, more specifically, Indian restaurants. Rupee's beer has found its way onto menus in Thai, Middle Eastern, Persian, Latin American and Caribbean restaurants. Anywhere global flavor, spice, those things hang out, that's where we're operating these days, Van Sharma said.
Legacy brands out there definitely paved the way, but we're doing something a little bit different, which also involves a little bit more of the local, craft American space as well. Although the Shamras built Rupee's business primarily through the on-premise channel, they're now getting the attention of national retailers and they're leaning into their chain business. Rupee is bringing new innovation to the Indian beer segment, which hasn't seen an influx of new brands, Van Sharma added.
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