Latambarcem Brewers eyes international beer markets, makes entry into Oman

OMAN – Indian-based microbrewery Latambarcem Brewers (LB Brewers) has made an entry into the Oman market, where the company said the demand for beer is huge, especially from NRI (Non-Resident Indian) population.

The craft brewer which also makes non-alcoholic beverages such as premium iced teas, kombucha, and zero-sugar seltzers, plans to sell around 50,000 cases this fiscal year, after the entry into Oman.

In the Indian market, LB Brewers is selling both products craft beers and functional beverages across major cities.

The Gao-based brewer plans to expand its overseas presence and is exploring entering three more countries apart from Oman, including those in the Gulf region.

Ishan Varshnei, co-founder and CEO) of LB Brewers said: “We are entering into global markets to sell our craft beer. We have appointed a distributor in Oman for marketing our premium craft beer brand Maka Di.”

After studying the alcoholic-beverage market trends, particularly the patterns and taste profiles of the Omani population, the brewer also launched two new specially curated craft beers for the Oman market.

Varshnei added: “Being a bespoke and premium craft beer brand based out of India, we are extremely inquisitive and excited to see the response that we can generate from a regulated and controlled alcohol market such as Oman.”

Considering our popularity in the Indian marketplace, we are expecting a tremendous initial response from the large Indian population residing in Oman.”

Anita, a distributor from Oman commented that beer is one of the most widely consumed alcoholic drinks right after whisky in Oman. With over six months of the year being summer, beer plays a vital role in terms of annual alcohol consumption.

According to WMS, a market analysis firm, the beer market in Oman is forecast to reach US$65.78 million (in retail prices), an increase of a CAGR of 4.42% per annum for the period 2019-2024.

This would be a decrease, compared to the growth of about 6.56% per year, registered in 2014-2018, when the beer market in Oman was equal to US$38.00 million (calculated in retail prices) 2014 and grew at a CAGR of 1.50% per annum.

However, Anita noted that Oman is a regulated market, and alcohol advertisements are not permitted, being the biggest drawback, the growing market is facing.

She explained further that despite the difficulties faced by distributors, they still manage to ensure that their consumers can get all information possible on every new brand that we launch into the market.

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