New Delhi, India — After six years of success with its Bad Monkey beer brand, Asur Microbrewery is stepping up its game, opening its own brewery to offer an immersive beer experience. Officially launching on June 20, 2024, the brewery has quickly gained attention for its commitment to high-quality craft beers and a strong focus on customer experience. According to Rohan Khare, Co-founder of Asur Microbrewery Bar and Kitchen, the response has been overwhelmingly positive, with guests from across Delhi and NCR flocking to experience their unique offerings.
“At Asur, we believe that craft beer is best enjoyed when shared. It’s not just about the beer; it’s about creating a space where people can connect and enjoy a moment together,” says Khare. He emphasizes that the goal of Asur is not merely to serve drinks but to offer a comprehensive experience—where customers can relax, bond, and enjoy something special.
Innovative Brewing: A Blend of Tradition and Bold Flavors
Craft brewing, often viewed as the “ultimate playground” for brewers, allows for endless creativity and experimentation. Asur’s brewing philosophy combines both time-honored styles and innovative, bold flavors. While the brewery offers classic brews like Lager, Wheat, IPA, and Stout—styles that are uncommon in Delhi’s microbreweries—it also experiments with seasonal and unconventional offerings such as Mango Ale, Pineapple Ale, Kiwi Beer, and even a winter-exclusive Rum Beer. Among their more daring creations is the Scotch Ale, a full-bodied, hearty brew for beer enthusiasts seeking something distinctive.
“Craft beer is about pushing boundaries,” Khare explains. “We have the freedom to experiment and offer beers that aren’t found elsewhere, bringing something new and exciting to the table.”
Sustainability at the Core
As the craft beer movement continues to grow in India, Asur Microbrewery is keen to lead by example in implementing sustainable practices. From the brewing process to day-to-day operations, sustainability is a priority. The brewery minimizes waste by recycling spent grains for animal feed, reducing water usage, and optimizing energy consumption. “As brewers, we have a responsibility to be eco-conscious without compromising on the quality or flavor of our beers,” says Khare.
Adapting to Emerging Trends
The craft beer industry is constantly evolving, with new trends emerging every year. Asur stays ahead of the curve by tapping into current consumer preferences, offering a variety of experimental brews such as tropical fruit ales, spiced winter beers, and hybrid styles like Pineapple Ale and Chocolate Stout. These unique brews cater to an increasingly discerning clientele, eager to try something new.
“As consumers become more adventurous, they seek beers that challenge their palate,” Khare notes. “Our goal is to deliver fresh, innovative beers that offer an experience beyond just taste. By creating an environment that combines great beer with live music and delicious food, we aim to set ourselves apart from the competition.”
Customer Experience: The Heart of the Brand
At Asur, customer experience is just as important as the beer itself. The brewery’s atmosphere is designed to make every visit memorable, with a focus on creating an inclusive, welcoming environment. Whether it’s through brewery tours, live performances, or simply enjoying a brew with friends, Asur ensures that its guests feel valued.
“We listen closely to our customers, and many of our best beers, like the X-tra Strong, have been inspired by their feedback,” says Khare. “Our guests have adventurous palates, and we want them to feel like they are part of the brewing process.”
Overcoming Challenges in the Microbrewery Landscape
Despite its success, Asur has faced several challenges, particularly with regulatory restrictions that limit their ability to distribute beer off-site. The brewery can only serve beer on-premise, restricting its reach and limiting potential customer bases. Khare also points to challenges with the excise system in Delhi, which focuses on capacity rather than actual production or consumption, presenting additional hurdles for small-scale brewers.
“We’re working through these issues, but we’re committed to navigating these obstacles while maintaining the quality of our beers,” he says.
Embracing Technology for Future Growth
Looking ahead, Khare sees technology playing a key role in the future of both brewing and hospitality. From advanced brewing technologies to customer-facing innovations like app-based ordering and loyalty programs, technology will enable Asur to maintain consistency while continuously pushing the boundaries of flavor. “We are excited about smart brewing technologies that will help us deliver even better beers, as well as streamline operations to improve the overall customer experience,” he adds.
Future Plans: Expanding and Building Community
In the coming years, Asur plans to expand, with ambitions to open 8-10 locations across major cities in India. Their focus will be on maintaining the quality and creativity that have made the brewery a success, while building a strong community around their brand. Khare envisions Asur becoming a gathering place for beer lovers to connect, share experiences, and celebrate the art of craft beer.
“We want to build a community. Our vision for the next 5-10 years is to make Asur a household name in the craft beer world, expanding to new locations while staying true to our roots of quality, innovation, and customer experience,” concludes Khare.
Asur Microbrewery’s commitment to creativity, sustainability, and customer experience positions it as a major player in India’s rapidly growing craft beer scene.
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