Saku Brewery is expanding into one of the world’s largest and fastest-growing markets – India, with a population of approximately 1.4 billion. Four of Saku’s products – Saku Originaal, Saku Kuld, Rock IPA, and Saku On Ice – will soon be available on store shelves across India. The first shipment will reach Indian retail stores in the second half of July.

Traditionally, Saku Brewery’s primary export markets have been the countries surrounding the Baltic Sea and several other European nations. Over the years, Saku has exported its products to countries like Iceland, Germany, Cyprus, Greece, Spain, and Slovakia, as well as to more distant markets such as the United Arab Emirates, China, and Australia. Last year, new export destinations included Malta, Romania, and the island nation of Japan, which has a population of 130 million.

This year, Saku Brewery is entering its largest market yet – India.

The business mission opened the door for a new export market

According to Margus Masing, Head of Exports at Saku Brewery, cooperation with India began with a business mission organised by Enterprise Estonia (EIS). “The visit to India was largely driven by the wishes of Estonian food and beverage producers, and EIS helped turn that into reality. In December of last year, we visited Mumbai and New Delhi as part of the business mission, and thanks to a well-organised program and thorough preparation, we were able to meet with several companies – this is how our partnership with local distributor Oberoi began,” Masing explained.

“I want to especially thank the Enterprise Estonia for supporting this partnership and valuing the development and promotion of Estonian food industry exports,” Masing added.

“Estonian alcohol – whether high-quality craft beverages or world-class beer – is gaining increasing international recognition for its taste and craftsmanship, and we see powerful potential for Estonian beer to resonate with Indian consumers. We hope this collaboration will inspire other Estonian exporters to view India as a new and opportunity-rich market and to take bold steps in expanding to new international markets.”
Eva-Kristiina Ponomarjov, Director General of Trade Estonia at Enterprise Estonia.

“This is a major step for both Saku Brewery and Estonian exports. In cooperation with HS Oberoi Spirits, we are entering one of the world’s largest and fastest-growing markets, home to about 1.4 billion people. This partnership proves the world-class quality of both Saku Brewery and Estonia’s food and beverage sector. We sincerely hope that this collaboration will be long-term and that Indian beer lovers will warmly welcome our products once they appear in stores,” said Jaan Härms, member of the management board at Saku Brewery.

The Saku products entering the Indian market are Saku Originaal, Saku Kuld, Rock IPA, and Saku On Ice. The first shipment is expected to hit the shelves of stores in major Indian cities in the second half of July.

Deepening bilateral cooperation between Estonia and India

According to Manveer Singh Oberoi, founder of beverage distributor HS Oberoi Spirits Private Limited, their goal is to introduce high-quality international products to the Indian market. “Partnering with a brand like Saku, which has long-standing brewing traditions, is a significant step toward achieving that goal. Our collaboration is not just a business achievement but also reflects the deepening bilateral cooperation between Estonia and India,” said Manveer Singh Oberoi.

“We at the Enterprise Estonia are very pleased to see this fresh partnership between HS Oberoi Spirits Private Limited and Saku Brewery AS. Estonian alcohol – whether high-quality craft beverages or world-class beer – is gaining increasing international recognition for its taste and craftsmanship, and we see powerful potential for Estonian beer to resonate with Indian consumers. We hope this collaboration will inspire other Estonian exporters to view India as a new and opportunity-rich market and to take bold steps in expanding to new international markets,” said Eva-Kristiina Ponomarjov, Director General of Trade Estonia at Enterprise Estonia.

In 2024, Saku Brewery’s export volume reached 43.6 million liters, increasing by 8.6 million liters compared to the previous year.

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