-KH News Desk (editorial@imaws.org)
Mount Everest Breweries Ltd. (MEBL), based in Indore, has announced the launch of its new premium beer brand, STOK, in Bengaluru, Karnataka. This launch is a key strategic move to penetrate the dynamic South Indian market and cater to the rising demand for differentiated premium beers in India.
Brand and Product Details
The launch event took place at Mirage, Ashok Nagar, and was characterized as an experiential event reflecting the brand’s philosophy of “Living the Chill.” The evening featured various performances, including stand-up acts, live music, and creator-led performances by artists like Siddharth Shetty, DJ Lady Barot, MixItWithMendi, and Kadakman, alongside immersive zones such as the Laughter Brewery and Chill Scene.
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Variants: STOK enters Karnataka with three variants: Strong, Wheat, and Lager.
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Ingredients & Brewing: The range is brewed using high-quality ingredients, including German hops and quality millets, combined with advanced production techniques. The beer has been crafted under a seasoned master brewer formerly associated with UB Kingfisher.
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Future Plans: Guests at the launch event also received an exclusive preview of STOK’s upcoming draught variant, which is scheduled for rollout in select outlets soon.
Strategic Vision
The choice of Bengaluru for the launch is strategic, as the city is recognized as a hub that celebrates creativity and community, making it an ideal place to introduce STOK’s lifestyle-driven identity. With the increasing demand in India for premium and differentiated beers, STOK aims to secure its space in the market through focused distribution, distinctive packaging, and a strong lifestyle-driven brand identity.
Vedant Kedia, Whole-Time Director, commented on the strategic importance of the city: “Bengaluru is a city that celebrates creativity and community, making it the ideal place to introduce STOK.”
Vinod Babu G, CEO, added that the brand’s objective is clear: “The goal is to offer a premium yet approachable brew suited to modern consumers.”
