Curry Smugglers Launch Desi Beer As It Bids To Change The Conversation Around Indian Beer

Curry Smugglers is broadening its foodie horizons.  Having spent the last 2 years putting authentic Desi street snacking on a more enticing, premium pedestal, Steve Dass has taken the decision to return to his other foodie forte, craft beer. 

The proud, South Asian inspired challenger brand is launching a clean, crisp and light-bodied 4.2% ABV Basmati Rice Lager inspired by India’s proud brewing heritage and an alcohol-free Mango Mirchi Lager that combines Alphonso mangoes with habanero chillis.

The ambitious challenger brand, well-known for ripping up the rulebook when it comes to traditional South Asian snacking saw an opportunity to turn its focus to another popular category in urgent need of a shake-up, beer!

Long story short, there’s a lot of frustration around the lazy ‘made for curries’ narrative being peddled by so many ‘middle-of-the-road’ beers that have failed to move with the times.  At a time when South Asian culture has grown up in leaps and bounds, in terms of confidence, aspiration and appetite, it’s always disappointing to see that it’s the same gassy, ‘play it safe’ beers that continue to rule the roost.

Behind Curry Smugglers colourful cans, there’s a much bigger story.

THE STORY OF BEER IN INDIA DIDN’T START WITH IPA

Long before India Pale Ale became synonymous with the history of beer in India, beer was already being brewed across the country using locally sourced ingredients, including rice.  It was this           lesser-told history that inspired Curry Smugglers founder and brewer Steve Dass to launch DESI Lager.

Steve Dass, who previously worked with an organic Belgian brewery before becoming a leading voice within the early UK alcohol-free craft beer movement, saw an untapped opportunity to bring his brewing roots together with what he and his wife Ruby have been building at Curry Smugglers.

“For decades, ‘goes well with curry’ seems to have been the entire lazy conversation around Indian beer. And, frankly, most beer goes well with curry.”

“There’s a much richer story to tell. Beer was being brewed in India before IPA became the headline, and rice forms part of that history. DESI Lager takes inspiration from that past but isn’t trying to recreate an old beer. It’s about asking what a modern Desi beer can be today.”

AND FOR THE SOBER CREW…

Alongside DESI Lager comes Mango Mirchi, Curry Smugglers’ alcohol-free lager.

Built on a clean lager base, Mango Mirchi combines ripe Alphonso mango with habanero chilli, creating a beer that begins fruity and refreshing before developing a gentle, slow-building warmth.

This beer is designed as a serious beer in its own right, rather than an afterthought for people opting out of drinking alcohol.

A PROUD NEW LOOK

With Curry Smugglers snacks we were determined to challenge what South Asian snacks should look and feel like in the UK.  Moving in beer provided a seamless evolution of the same idea.

“We don’t want to splash a few random elephants and palaces on a label, tell people it goes with curry and call that Desi. Modern South Asian culture is far more layered than that. That’s the world we want these beers to represent.”