* 'Karnataka, The Beer Capital Of India, Welcomes Grand Debut Of Woodpecker Beer'
SOM Distilleries and Breweries Ltd. is set to revolutionize the Indian beer market with the introduction of India’s First Twist Cap Beer with its "Woodpecker premium Beer". Woodpecker Premium Beer which will be a first in India will feature a never seen twist-style cap. This pioneering innovation marks a significant shift in how beer is enjoyed in the country, providing beer lovers with novelty and unprecedented ease and convenience. Not only is SDBL launching the first twist cap in India for the first time, but Woodpecker Premium Beer is also making its debut in Karnataka—one of SDBL’s fastest-growing and most promising markets.
This launch represents more than just a new product innovation—it’s a turning point for India’s beer industry. By introducing the first-ever twist cap beer to the Indian market, SDBL is transforming the beer experience, offering a more accessible and stylish way to enjoy beer. The Woodpecker Premium Beer range includes two standout variants: Woodpecker Glide, a premium mild beer, and Woodpecker Crest, a strong, bold beer—catering to the diverse tastes of Karnataka’s beer enthusiasts.
Crafted with imported two-row barley & Indian malts and hops sourced from the Rainier region of Germany, the beer stands out as India’s first to incorporate a blend of two malts, setting a new benchmark as India’s first cross-malt beer. Woodpecker beer undergoes a meticulous brewing process of 30 days, with only one batch brewed per month to ensure unmatched consistency and flavor. This dedication to precision makes Woodpecker India's most consistent, matured, and richly flavored beer. Woodpecker Glide, in particular, stands out as a 100% natural brew, free from adjuncts like rice and sugar, embodying purity and taste.
The twist cap design itself is a game-changer, eliminating the need for a bottle opener and offering a hassle-free drinking experience. With vibrant yellow caps for Glide and sleek black caps for Crest, each bottle is distinctly marked with a "Twist to Open" instruction, ensuring simplicity with style. This small yet impactful change promises to redefine convenience for beer drinkers across India. With a special emphasis on security and to prevent counterfeiting a customised neck profile has been designed which can’t be reused. Woodpecker's use of direct print on bottle technology, (eliminating traditional paper labels), reinforces its commitment to sustainability while maintaining its sleek and modern aesthetic.
“We are proud to introduce India’s first-ever twist cap beer, Woodpecker, to the Karnataka market,” said JK Arora, Chairman and MD of SOM Distilleries and Breweries Limited “This innovation underscores our commitment to quality and innovation, and we are thrilled to set a new benchmark in quality and convenience for beer lovers without compromising on the rich, smooth flavor they expect from us.”
In addition to the revolutionary cap, Woodpecker Beer’s packaging is a modern marvel. Available in 650ml,330ml bottles, and 500ml cans, each unit boasts a sleek design with a textured surface, elevating the overall drinking experience. Whether it's the bright yellow of Glide or the sophisticated black of Crest, the brand maintains a premium look across all variants. It is to be noted that SDBL has been innovating on this brand and came up with an in home pack of 5 litres last year in Karnataka to gauge the consumers’ feedback and experience. After a great initial success, SDBL is launching the entire range of SKUs to meet the desired consumer packs.
“We’ve already been making waves in Karnataka with our various product portfolio over the past three years, and we are the fastest-growing beer brand in the state” added Mr.Arora. “Now, with Glide and Crest, we’re taking our presence to the next level. The introduction of the twist cap is a great revolution in beer drinking, offering a new and effortless way to enjoy it. We hope the customers will like our innovation and our market share will further rise”
COO Diwakaran Suryanarayana also said, “The launch of Woodpecker Glide and Crest is not just the expansion of our portfolio but an innovation that strengthens our legacy in brewing. This isn’t just another beer—it’s an experience rooted in our expertise and craftsmanship.” We had designed a unique marketing campaign which is around “Make Space” in consumers life. The campaign is themed around a lifestyle of celebration, friends, and living in the moment, perfectly suited to today’s experience-driven consumers and will come alive at market place. Woodpecker “Make Space” campaign touches every aspect of young consumers for things which truly matters. You make space for friends, you make space for celebrations, fun and whole lot of great things.
The beer is themed around a lifestyle of celebration, friends, and living in the moment, perfectly suited to today’s experience-driven consumers. With its first-of-its-kind twist cap and premium quality, it promises to create a new wave of excitement among beer lovers.
Woodpecker Beer is now available across Karnataka, inviting beer lovers to twist open a new era of beer enjoyment.
About SOM Distilleries and Breweries Ltd:
SOM Distilleries & Breweries Limited, headquartered in Bhopal, India, is a prominent manufacturer of alcoholic beverages. The company is listed on the NSE and BSE. SDBL specializes in Manufacturing beer and blending and bottling Indian Made Foreign Liquor (IMFL). Its diverse product portfolio includes beer, rum, brandy, vodka, and whisky, catering to a wide array of consumer preferences. The company boasts three key millionaire beer brands - Hunter, Black Fort, and Power Cool. The company operates three breweries across the key states of Karnataka, Madhya Pradesh and Odisha and has a combined capacity of 35 million cases. An advantage for the company is its unique position as the only listed company in India operating in both the beer and IMFL segments. This dual focus mitigates the risk of seasonality and provides marketing efficiencies, allowing the company to address a broad spectrum of consumer preferences and capitalize on opportunities in both segments. By combining beer and IMFL, SOM Distilleries & Breweries Limited aims to drive growth, expand market share, and deliver value to its stakeholders.
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