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Curry Smugglers has expanded into the UK craft beer category with the commercial launch of two Indian-inspired lager variants.
Co-founded by husband-and-wife team Steve and Ruby Dass, the challenger business previously focused on premium snacking lines influenced by Desi street food.
Leveraging co-founder Steve Dass's experience with an organic Belgian brewery, the business has developed a beverage portfolio consisting of a 4.2% ABV alcoholic lager alongside a non-alcoholic fruit-and-spice variant.
Heritage and Product Formulations
The brand's debut beer range pays homage to India's historical brewing traditions, drawing inspiration from recipes developed prior to the emergence of India Pale Ales (IPAs), when local brewers utilised regional agricultural ingredients such as rice.
The two new SKUs entering the UK craft beer market include:
š¾ Basmati Rice Lager:Ā A 4.2% ABV alcoholic lager described as clean, crisp, and light-bodied, formulated with basmati rice to reflect traditional Indian brewing practices.
š„ Mango Mirchi:Ā An alcohol-free lager formulated with Alphonso mango and habanero chilli over a clean lager base, delivering fruit notes balanced with a gentle, slow-building heat.
Brand Expansion and Market Rationale
The launch marks Curry Smugglers' initial brand extension outside of its core ambient and chilled snacking operations into the liquid refreshment category.
Steve Dass, co-founder of Curry Smugglers, stated that Indian brewing history encompasses regional ingredients such as rice beyond traditional food pairings. Dass noted that the brand's Desi lager lineup draws from historical brewing methods to develop modern Desi beer options for contemporary consumers.
The non-alcoholic Mango Mirchi SKU was developed specifically to cater to rising demand across the UK 'low and no' beverage sector, positioning the alcohol-free entry as a standalone craft option rather than an afterthought.
Both variants are rolling out across the brand's distribution channels in the UK.
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