Crafters is ready to launch its first-ever beer growler station with the new product tagline, ‘It’s not a burp, it’s a growl'.
Mumbai’s second microbrewery, established in the year 2016 by Vipul Hirani, handcrafted, authentic, fresh, and flavourful beer are the qualities that define the brand ideology. With a view of providing unique styles of beer from across the world, the brand expanded its footprint by starting its own taprooms. In 2018, the brewery launched its first taproom Crafters Taphouse in Powai with a focus to provide nothing but the best and thrive on not just bringing beer to the table but delivering a wholesome experience. With a strong brand positioning and core messaging of ‘It’s All In The Hands', the brand has always believed in providing its patrons with best of its handcrafted beers.
During the Covid-19 pandemic, the brand was prompt at turning adversity into opportunity and adapting its offering to provide its signature brews in the form of growlers. The all new Growler Station retail set-up is a result of this turnaround. It aims to provide premium quality and excellent service as they set foot into this new territory.
The brand thrives on three main markers of craft beer- fuller flavour, greater variety, and luring new people to be a part of the beer lover’s community. Serving a rainbow of different grain brews, the growler station has something for everyone; each brew holds a unique identity and flavour to suit varied palates. The refreshingly simple Belgian Wit, bright Pilsner, clean and light Cucumber Lager and fruity Hefeweizen are few of the brews on tap at the growler station. With a wide selection to choose from, the brewery is creating the right kind of stirs in Mumbai.
Vipul Hirani, CEO, MD, Crafters, said, “The craft beer industry was hit majorly during the pandemic and it became necessary to find an alternative to survive the current phase. I’m very thankful to the Maharashtra Government and the Excise department as they have understood the pain points for the industry and have approved the sale of the growlers. Their progressive stance and prompt action has helped the industry to re-emerge, and service the market that was eagerly waiting for an alternative solution for craft beer. The launch of our growler station will be our first step towards starting our new journey in the industry. Our topmost priority is to provide our patrons with the same beery experience that they enjoyed at our taphouse. This will also mark a bigger comeback for Crafters as a brand along with opening future expansion doors. We have received great love and support from the beer enthusiasts for our taproom and that’s what has motivated us to come back with more excitement than ever before.”