Following The Trail: Four Beers That Define India’s Travel Mood

Memorable travel goes beyond checking lists; it’s about spontaneous stops at roadside dhabas, terraces where conversations linger, and unfamiliar towns that soon feel like home. Journeys are shaped as much by atmosphere as by location, and what we drink is increasingly becoming part of that setting.

Throughout India’s evolving travel scene, beer is playing a more meaningful role. No longer a casual afterthought, it is now woven into the essence of each destination. From highways to beach promenades, heritage quarters and emerging city hubs, certain beers reflect the pace and character of the places where they’re enjoyed.

This shift aligns with a broader global trend. In 2024, the global beer tourism market was valued at USD 11.63 billion and is projected to reach USD 22.56 billion by 2030. From brewery visits and beer festivals to curated tastings, travellers increasingly pursue beer-led journeys that blend flavour and exploration.

Here are four distinct beers that mirror the spirit of travel across India, each reflecting a different rhythm of the road.

Hunter: The Beer For The Road

Some journeys demand momentum. Early starts, long drives and changing skylines. Hunter complements that spirit.

Crafted by the SOM Group of Companies, Hunter is brewed with premium Argentine and Chilean malts, balanced by aromatic German hops. This approach creates a strong yet smooth profile, robust in character and clean on finish. International malts and hops add refinement, but Hunter’s appeal remains accessible and consistent.

What sets Hunter apart is its versatility. Whether you’re finishing a winding drive through the Western Ghats, settling into a local bar in a small town, or relaxing as city lights come on after a long day, Hunter fits easily into the moment. It doesn’t need a special occasion. It pairs just as well with spicy local snacks as it does with a quiet sunset and an open stretch of road.

For many travellers, Hunter slips naturally into the journey, chosen after settling in, shared across easy conversations and enjoyed wherever the day winds down. It becomes a familiar part of the experience, a steady presence that adds to the moment without overpowering it, reminding you that travel is often defined by simple, unplanned pleasures.

Woodpecker: Where Travel Slows Down

Then there are journeys that unfold slowly, where mornings stretch, afternoons soften, and evenings arrive without hurry. Woodpecker belongs here.

Designed for those who appreciate ambience as much as taste, Woodpecker aligns with relaxed coastal towns, cultural enclaves and boutique staycations. It is SOM’s take on India’s appetite for beers that combine thoughtful brewing with lifestyle appeal.

Available as Woodpecker Glide (Premium Mild Beer) and Woodpecker Crest (Premium Strong Beer), the brand features a 30-day maturation process and cross-malt brewing technique. This extended maturation allows flavours to develop gradually, creating a smoother, more rounded drinking experience.

The twist-off caps and pre-printed bottles add individuality, small touches that enhance the experience subtly. 

Travellers discovering Woodpecker in destinations such as Pondicherry or Mysore soon recognise its charm. There is a quiet pleasure in twisting open a bottle as the sea breeze settles in or as heritage streets begin to glow at dusk. Woodpecker feels perfectly suited to places that encourage you to slow down and linger a little longer than intended.

Power Cool: For The Heat And The Hustle

India’s travel story also includes intensity, from sunlit afternoons and crowded bazaars to highway stretches shimmering in the heat. In these moments, refreshment is not a luxury; it is essential. Power Cool, crisp and straightforward, is designed for warm climates and is a familiar presence in bustling towns and transit stops. It is often chosen during midday breaks, after long explorations of forts and markets, or when the journey demands a quick recharge before the next leg begins.

Its appeal lies in simplicity: clean taste, easy refreshment and a cooling finish that cuts through the day’s warmth. No frills, no fuss, just the satisfaction of a well-earned pause.

In the broader narrative of travel, Power Cool represents resilience and rhythm. It keeps pace with the hustle, offering a momentary reset before the adventure continues.

Sunny Beaches: A Name That Says It All

Some beers do more than accompany travel; they reflect its mood. Sunny Beaches is one such beer, carrying the easygoing spirit of a coastal getaway in its very name. It feels like an open invitation to slow down, pick up a Sunny and let the day unfold naturally.

Light, bright and distinctly seaside in character, Sunny Beaches slips effortlessly into holiday plans and relaxed beach itineraries. Its standout feature is a simple innovation: India’s first ready-to-serve chill indicator. Each bottle and can carries a thermochromic patch that turns solid blue when the beer reaches its ideal serving temperature of 0–5°C, taking the guesswork out of that first refreshing sip.

Available in 650 ml and 330 ml bottles as well as 500 ml cans, Sunny Beaches is positioned to appeal to young and first-time beer drinkers looking for freshness, approachability and a chilled experience.

Whether opened over a leisurely lunch by the shore or during an unhurried afternoon break, Sunny Beaches captures the uncomplicated pleasure of being by the water. It is less about plans and more about presence, about watching the sky shift colours and letting the moment speak for itself.

The Road, Reimagined In Every Sip

Travel memories are shaped not only by the places we visit, but by how those places make us feel. Sometimes, that feeling is sealed into a bottle opened at exactly the right time, in exactly the right setting.

Across India, the road stretches far and wide, carrying countless stories. And with each stop along the way, there is a new way to raise a toast to the journey.