New beer on the block

Anjali Jhangiani
Sunday, 28 July 2019

All you need to know about Coco Jambo, a new brewery that will be launched at Tapped craft beer, food and music festival on August 4

Celebrating the finer things in life, the seventh edition of Tapped craft beer, food and music festival will showcase various breweries from across Mumbai, Pune and Bengaluru. A brand new brewery will also be launched at the event. “The brand is called Coco Jambo and celebrates the tiki culture. It literally means perfect in slang so we wanted to symbolise the styles of beer, which are basically tropical and fruity. Since the beverages are light, they are all-day drinking beers which transcend you to into a state of tranquility as if you were chilling at a beach in Goa or in Hawaii,” says owner, Shantanu Lele. 

The USP of the brand is the whole theme based on the  relaxed ‘beach culture’. But what inspired this? “Since we have lived a major part of our lives in Dubai we have always been at tiki bars which inspired us to do a tropical line of beers celebrating the beach life culture and the fun in the sun attitude,” he adds. 

The event will also feature established brands from across Mumbai, Pune and Bengalaru — Yavasura, Moonshine Meadery, Kimaya Brewing Co, Great State Aleworks, Effingut, Toit and Independence Brewing Company. Though this isn’t really a competition, it is vital for the new brand to find a place for itself in the local market and make a connection with consumers to survive. “We feel that presently Pune is slowly absorbing the craft beer culture like Bengaluru. Most of the craft beer enthusiasts definitely make it to the Tapped festival, which is why we felt that it would be the best opportunity for us to launch the product line to create awareness and hopefully appreciation for the beers,” he says, adding, “In most parts of the world beer is had with lunch or even in the evenings as an evening cooler. We are trying to introduce lighter fruity tropical beers so that it gives the ease in drinking our beverages as an all-day refresher. That is the niche that we are trying to cut so that we are an everyday drink, unlike other breweries that are focusing on beers that are conventional and high on IBU.”
 
Talking about their manufacturing set up, he shares, “We are presently starting to brew from our facility in Chakan and have a brewhouse facility which is a 10hl set up. We can deliver up to 30,000 liters a month, and we are presently keeping logistics with us so that we can overview the entire trail from manufacturing to supply.” The brand is presently looking to supply their beers to niche markets in Pune and Mumbai. “We look forward to our R&D in fruity and tropical beers and hope to come up with a globally palat-able product that eventually we would look at bottling and reaching out to the entire country and hopefully across the globe,” he adds.

Organisers of Tapped, Bhakti Mehta and Nevil Timbadia say that Pune and Mumbai are still in extremely nascent stage compared to Bengaluru with regards to breweries and the market is just growing. “At Tapped, we do not call for general entries for stalls of beer or food. We curate the food and breweries as per their offering and making sure it’s a new experience for our customers,” says Mehta. “All breweries do a Tapped Special beer for the festival, as we attract a crowd that is open to new experimental beers. With food, we curate the food with each vendor to make sure it’s beer-friendly and festival-friendly,” says Timbadia, adding that they are excited about the three amazing pours and one special beer that specifically targets women consumers by Coco Jambo. 

ST Reader Service
Tapped 7.0 will be held at Balkrishna Lawns, Mundhwa-Pune Road, on August 4, 12 noon-10 pm

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