Selling India Pale Ale to Indians

A man selects a bottle of beer inside a shop selling alcohol in the northeastern Indian city of Siliguri, Aug. 19, 2008. Indian beer is manufactured with inferior malt and malt-substitutes like rice flakes, but now an upstart company is trying to introduce India Pale Ale in the country that made it famous. (Rupak De Chowdhuri/Reuters)

NEW DELHI — Ask Indians about the British, and they'll tell you the colonizers built a cracking railway, created an impregnable bureaucracy and educated a class of English-speaking toffs to man it.

But ask about the greatest feat of Great Britain's imperial adventure in India — the invention of India Pale Ale — and all you'll get is blank stares.

Not for long.

Posh Indians have begun to discover the art of craft beers, as daring returnee importers, ambitious entrepreneurs and this country's answer to America's Boston Beer Company have introduced exotic wheat beers, ales and pilseners to discerning middle class drinkers.

Fighting strict, volume production-oriented licensing laws and a culture that frowns on booze, India's first two brew pubs have opened in Gurgaon — a mushrooming forest of malls and high rises just outside Delhi — and the trend is poised to take off in other states soon,
according to brewing equipment sellers.

The most exciting development for Indian beer lovers, however, is not brew pubs, but the
recent launch of Little Devils beer by an upstart called TVB Craft Breweries.

The reason: Along with a wheat beer, a craft lager, a strong ale and a golden ale, TVB has finally brought the beer brewed and named for India — India Pale Ale, or IPA, as it is known by beer lovers around the world — back to the country that first made it famous.

“Indians don't even realize that it's named after India,” boomed David Home, TVB's Australian chairman, in a recent interview at the company's New Delhi marketing office. “This is the first time that it's being brewed in India for 70 years. People love that.”

Like many inventions, India Pale Ale was discovered more or less by accident.

As the story goes, in the late 18th century London brewer George Hodgson — commonly known as the creator of IPA — sent a shipment of his October Bitter Ale to India, only to see it run into rough weather around the Cape of Good Hope. The delay caused the ale to mature more rapidly than normal in the casks. The strong, hops-flavored ale that resulted soon became the most popular tipple in the colony known as “the jewel in the crown.”

In the 1820s, Asia's first brewery, started in the town of Kasauli, Himachal Pradesh, by a Brit named Edward Dyer, pioneered the brewing of IPA in India with Lion — a brew marketed with the slogan “as good as back home!” But by the 1960s, the company, now known as Mohan Meakin, had, like most of the world's breweries, converted to lager. Since that time, if you happen to be a fan of good-tasting beer, things have only gotten worse.

India's alcohol market is governed by arcane rules designed to encourage local production and discourage consumption, so distillers and brewers here never had to worry excessively about quality. A handful of brewers enjoyed a near monopoly, with the result that Indian beer is manufactured with inferior malt and malt-substitutes like rice flakes — as well as a syrupy preservative called glycerine. It's not uncommon for two bottles of the same brand of
Indian beer to taste completely different from one another.

http://www.globalpost.com/dispatch/india/090811/selling-india-pale-ale-indians