Dr. Yoginee Budhkar: Unlocking the Potential of Mead in India's Beverage Market

In an interview with Dr. Yoginee Budhkar, Co-founder & Partner of Cerana Meads, she speaks at length about evolving consumer preferences, innovative marketing strategies especially for festive season.

Dr. Budhkar also provides valuable insights into Cerana's journey and the dynamic landscape of the alcoholic beverage industry.

How has alcohol consumption evolved over the years, and what are the key trends shaping this industry in recent times?

There have been significant changes in alcohol consumption from a social perspective. At the end of the last century, alcohol consumption was largely taboo and predominantly limited to males, with hard liquor being the preferred choice. However, there has been a shift in recent times, particularly among the well-travelled and educated demographic in Tier 1 and Tier 2 cities, towards a more gender-neutral consumption pattern. There's also a growing preference for low-alcohol beverages like beers, wines, and meads. Craft alcohol, produced in small batches with carefully chosen ingredients for better environmental impact, is gaining momentum, making it one of the fastest-growing segments in the country.

Can you share the consumption patterns in terms of demographics?

Younger generations tend to favor bold and sweeter alcoholic beverages as they transition from soft drinks. Conversely, consumers with more refined tastes prefer subtle and mature flavors. While some consumers prioritize value for money without much consideration for the production process, there's a gradual shift towards quality-driven choices among more responsible consumers.

What are your marketing strategies, especially for the festive season?

As mead is still an emerging category in the alcoholic beverage market, there's ample opportunity for innovation in marketing strategies. Mead's versatility appeals to adventurous consumers looking for something new, and its sustainability resonates with environmentally conscious consumers. Cerana aims to position itself as a versatile, sustainable, and gluten-free drink appealing to a wide demographic range. This involves education, tasting experiences, promoting meadery tours, and the upcoming launch of a taproom in Nashik to enhance consumer engagement.

What markets or regions do you currently serve, and do you have any plans for expansion? Cerana is currently available in select outlets across Mumbai, Thane, Navi Mumbai, Nashik, and Pune. Expansion plans for the next financial year include entering new markets to reach a broader consumer base.

How has consumer interest in mead evolved over the years, and what trends do you see in the mead industry? The mead industry in India is relatively young, with consumer interest steadily growing despite challenges like lockdowns. There's a shift towards recognizing mead as a distinct category rather than simply a variant of honey wine or beer. Dr. Budhkar hopes for continued support from industry stakeholders to establish mead as a popular choice, focusing efforts on education and tasting trials to introduce consumers to the unique qualities of meads.