Goa, January 29, 2025 — Move over barley and hops—India’s beer landscape is undergoing a transformation, and the change is brewing in Goa. Enter Aroz Beer, the country’s first bottled Basmati rice beer, an innovation set to redefine the drinking experience. Aroz, a product of SM and PM Beverages Pvt Ltd, has quickly gained traction among beer lovers for its smooth, low-bitter taste and story that’s as unique as its ingredients.
The brains behind the brand, entrepreneurs Shubham and Pratik, stumbled upon the idea at a birthday party in 2021. What started as a casual discussion soon turned into a full-fledged mission to disrupt India’s beer industry. With meticulous research, regulatory hurdles, and collaboration with brewing experts, Aroz was born—a premium beer that challenges the norm with Basmati rice as its core ingredient.
A Taste Unlike Any Other
Aroz isn’t just about breaking tradition—it’s about elevating the drinking experience. By replacing barley with premium Indian Basmati rice, the beer boasts a crisp, light profile with a smooth finish, making it an easy drink for seasoned beer lovers and casual drinkers alike. Its 5% alcohol content strikes the perfect balance, offering a refreshing buzz without overwhelming the senses.
“The Indian market is ready for premium, innovative beers that move away from traditional bitter profiles,” says co-founder Shubham. “Aroz is our answer to that demand.”
Goa: The Perfect Launchpad
Why start in Goa? The state’s reputation as a party haven made it the ideal testing ground. Since its local debut in 2023, Aroz has become a staple in beachside bars and nightclubs, with travellers and locals embracing the new taste. The founders see Goa as just the beginning, with plans for expansion across India in the near future.
From a Casual Sip to an Iconic Memory
Aroz isn’t just another beer—it’s a conversation starter. The brand has already built a cult following, with drinkers sharing their unforgettable moments associated with it. One group of friends, hesitant to try new beers, was introduced to Aroz by a local shopkeeper in Goa. By the end of their trip, they had left behind a stack of empty bottles, calling it their ‘shrine’ to their newfound favourite beer.
In another instance, a spilled bottle of Aroz at a music festival led to an unexpected romance. That first bottle is now a cherished keepsake for a couple who celebrates their anniversary with Aroz every year.
Beyond Beer: Aroz’s Party Trick and Green Promise
Aroz is not just a drink; it is more like a ritual. Every bottle of Aroz contains a little QR code that can link you to more than 100 party game ideas. That makes it perfect for any party. Be it Never Have I Ever or Truth or Dare, it assures you that your party is anywhere but ordinary.
Sustainability is at the core of a brand. From locally sourcing its ingredients and minimizing its eco-footprint to aligning itself with the burgeoning demand in India for being eco-conscious, Aroz is keeping everything green.
The Road Ahead
With newer tastes planned and stronger variants coming up, Aroz will certainly fill a bigger area of India’s beer market. The party banter now ranges to the bar staple with this Basmati rice beer, showing innovation and tradition can go hand in hand. The brand is building momentum; there is one thing now certain—Aroz is not just a drink but a movement within the evolving beer culture of India.
