Brewing the beer culture in Delhi-NCR

After six successful years of brewing commercial beers under its Bad Monkey brand, it was a logical step to connect directly with end consumers to elevate their beer experience. The inspiration was to create an immersive, high-quality beer culture that wasn’t just about serving a drink but about offering an experience. “We, at behind Asur Microbrewery, officially started brewing on June 20, 2024, after obtaining the licence. Since then, the response has been overwhelmingly positive, attracting guests from across Delhi and NCR eager to try craft beers,” says Rohan Khare, Co-founder of Asur Microbrewery Bar and Kitchen. “At Asur, our goal is clear: Craft beer is best enjoyed when shared. It’s not just about the beer on the table – it’s about creating an atmosphere where people can bond and have a good time. We aim to make that experience as easy, enjoyable and accessible as possible,” he adds.

Excerpts:
As a microbrewery, how do you approach the art of brewing to offer something unique to your customers? How do you balance tradition with innovation in your beers?
Craft beer is the ultimate playground for brewers. Unlike commercial beers, where recipes are locked in and predictable, craft brewing is all about creativity and experimentation. Our approach at Asur is to offer a broad spectrum of flavours. We serve timeless classics like Lager, Wheat, IPA’s and Stout – styles not commonly available in Delhi’s microbreweries – and balance them with unique, seasonal brews such as mango ale, pineapple ale, kiwi beer, and our winter rum beer. We don’t shy away from bold flavours either. Our Scotch Ale is a standout among beer aficionados looking for something hearty and full-bodied. Craft beer gives us the freedom to experiment. 

How does Asur Microbrewery implement sustainable practices, both in brewing and in the overall operations?
In brewing, we’re mindful of waste, water usage and energy consumption. We recycle spent grains for animal feed and are working toward reducing our carbon footprint with every batch we produce. As the craft beer movement continues to grow, it’s essential that we lead by example, promoting eco-conscious brewing practices while keeping the flavour front and centre.

The craft beer industry has gained momentum over the last few years. What trends do you see emerging in this space, and how does Asur stay ahead of the curve?
Craft beer is evolving rapidly, with new trends emerging constantly. At Asur, we’re committed to staying ahead of the curve by tapping into flavours and brewing techniques that excite our customers. We’re seeing a growing demand for experimental flavours, such as tropical fruit ales, spiced winter brews, and innovative hybrids like Pineapple Ale and Chocolate Stout. Our aim is to introduce something fresh and exciting with every season, always keeping our finger on the pulse of what beer lovers are looking for next. Craft beer drinkers are becoming more discerning and are looking for venues that offer both unique brews and a memorable atmosphere. By creating an engaging space where people can enjoy quality beer, live music, and good food, we’re setting ourselves apart from the competition.

What role does customer experience play in your business, and how do you ensure that every guest at Asur feels welcomed and enjoys their time at your brewery?
We’ve built our brand around the idea that experience is just as important as the beer. From the atmosphere we create to the interactions we have with our customers, we focus on making each visit memorable. Our guests are well-travelled and have an appreciation for diverse flavours. They come with adventurous palates, ready to explore bold and unique brews. We listen closely to their feedback – many of our best beers, such as our X-tra Strong, were born from direct customer suggestions. Whether it’s through our brewery tours, live music, or just sharing a table with friends, we’re about creating those moments that our guests truly savour and appreciate.

What have been the biggest hurdles for Asur, and how have you overcome them?
One of the biggest hurdles in the microbrewery space is the restriction that forces us to serve beer only on-site. While this keeps the experience intimate, it limits our reach and potential customer base. If we were allowed to distribute through kegging or offer growler fills, we could extend our reach and allow beer lovers to enjoy our creations at home or at other establishments. 
Additionally, the excise system in Delhi is based on capacity than actual production or consumption which doesn’t always align with the realities of small-scale brewing. It’s a challenge we continue to work through as we grow and scale, but we remain committed to navigating these hurdles while maintaining the quality of our beers.

How do you see technology playing a role in the future of brewing and hospitality? Are there any tech-driven initiatives at Asur that you're particularly excited about?
Technology is undoubtedly going to play an integral role in the future of brewing and hospitality. Whether it’s brewing techniques that enhance flavour, inventory management systems that streamline operations, or customer-facing innovations like app-based ordering and loyalty programmes, the opportunities are limitless. At Asur, we’re particularly excited about incorporating smart brewing technologies that help us maintain consistency while experimenting with new flavours.

Looking ahead, where do you see Asur Microbrewery in the next five to 10 years? Are there any new plans or expansions in the works?
In five to 10 years, we envision Asur Microbrewery as a well-established brand with multiple locations – eight to 10 across key cities. We’ll continue investing in the latest brewing technologies to keep our beers at the cutting edge, while maintaining the quality that’s made us successful. But more than anything, we want to build a community around our brand. We see Asur as a place where beer lovers can connect, enjoy great brews, and share experiences. Expanding to more locations will only strengthen that sense of community and spread the love for craft beer far and wide.