For decades, Indian and spice-driven cuisines have been among the fastest-growing food segments globally, yet beer offerings designed specifically to pair with them have remained surprisingly limited. Rupee Beer set out to change that. Co-founded during the height of the COVID-19 pandemic by brothers Van and Sumit Sharma, Rupee is a purpose-built beer brand crafted to pair seamlessly with Indian, spicy, and global cuisine, without overwhelming the palate.

The Sharma brothers’ insight was born not in a boardroom, but at the table. Their family has operated Indian restaurants across three continents for more than half a century, giving them a front-row view of a long-standing problem: highly carbonated, aggressively bitter beers do not work with spice. In fact, they often do the opposite. Aamplifying heat and irritating the tongue’s pain receptors rather than refreshing it. Rupee Beer was created as a direct response to that gap.

Brewed for Food, Not Just for the Fridge

At the core of Rupee’s identity is a simple but radical idea: beer should enhance food, not fight it. To bring this vision to life, the founders partnered with a world-renowned master beer brewer responsible for launching more than 100 international beer brands, alongside an award-winning Indian chef. The result is a portfolio of beers brewed light, smooth, and with lower carbonation, intentionally engineered for pairing with robust, spice-forward cuisines.

Rupee’s beers are slow-brewed to traditional Indian-inspired recipes, remain all-natural, and prioritize drinkability without sacrificing complexity. This approach has resonated strongly with both chefs and operators, helping Rupee gain rapid traction across Indian, Thai, Middle Eastern, Caribbean, and other global restaurant concepts, as well as major U.S. national chains.

A Portfolio Rooted in Culture and Craft

Rupee’s flagship Basmati Rice Lager has quickly become the brand’s calling card. Brewed with rice, maize, malted barley, and three unique hops, the lager delivers a clean, crisp profile with restrained carbonation, making it an ideal partner for spice-driven dishes. At 4.75% ABV, it offers refreshment without fatigue, and has emerged as the go-to Indian beer at restaurants and retailers nationwide.

The Mango Wheat Ale draws inspiration from India’s national fruit, celebrated as a symbol of prosperity and abundance. Light, aromatic, and gently sweet, it balances mango fruit character with a soft wheat base, creating a transportive drinking experience that feels both playful and rooted in tradition.

With the India Pale Ale, Rupee quite literally puts the “India” back into IPA. Modeled after a 19th-century British-Indian style ale, it features subtle hop expression and a smooth finish rather than the aggressive bitterness common to modern IPAs, making it far more compatible with food.

Rupee has also embraced changing consumption habits with its Non-Alcoholic Beer, crafted to deliver the same smooth, refreshing profile as its alcoholic counterparts at under 0.5% ABV. Already popular within South Asian restaurants, it offers inclusivity without compromise.

Rounding out the range is Darjeeling Hard Tea, a first-of-its-kind expression that nods to India’s deep tea culture. Brewed with black tea and layered with lemon, mint, and gentle sweetness, it bridges tradition and innovation in a format that feels both familiar and contemporary.

Fast Growth, Purpose-Driven Foundations

Now distributed across the U.S. by some of the country’s largest distribution networks, Rupee Beer is widely regarded as one of the fastest-growing ethnic beer brands in the market. Yet growth alone is not the end goal. From inception, Rupee has positioned itself as a mission-centric organization focused on reimagining how the world enjoys beer with global food, while amplifying the visibility of India as a modern cultural force.

That philosophy is reflected in the brand’s values: quality and innovation first, entrepreneurial spirit, cultural ambassadorship, and a deep commitment to diversity and inclusion in an industry that has historically lacked representation. Rupee does not just celebrate Indian culture through flavor, it actively works to broaden who gets seen, heard, and supported within the global beer ecosystem.

A New Category, Not Just a New Beer

Rupee Beer’s success lies in its clarity of purpose. It is not trying to be everything to everyone. Instead, it has carved out a distinct and increasingly relevant space at the intersection of beer, food, and culture. By designing beers specifically for how people actually eat and by grounding the brand in lived culinary experience, Rupee has created something both commercially compelling and culturally resonant. As global palates continue to diversify and consumers seek more intentional drinking experiences, Rupee stands not just as a brand, but as a category-defining platform—proving that beer, when brewed with purpose, can tell a much bigger story.

Header image sourced from Rupee Beer.