Woodpecker Distilleries and Breweries a subsidiary of SOM Distilleries and Breweries Ltd (SDBL) launches Woodpecker in Pondicherry – India's First Twist-Cap Beer debuts on the coast

Pondicherry welcomes Grand Debut of Woodpecker Beer after its debut in Bengaluru and Delhi

SOM Distilleries and Breweries Ltd. is set to revolutionize the Indian beer market with the introduction of India’s First Twist Cap Beer with its “Woodpecker premium Beer”. Woodpecker Premium Beer which will be a first in India will feature a never seen twist-style cap. This pioneering innovation marks a significant shift in how beer is enjoyed in the country, providing beer lovers with novelty and unprecedented ease and convenience.

This launch represents more than just a new product innovation- it’s a turning point for India’s beer industry. By introducing the first-ever twist cap beer to the Indian market, SDBL is transforming the beer experience, offering a more accessible and stylish way to enjoy beer. The Woodpecker Premium Beer range includes two standout variants: Woodpecker Glide, a premium mild beer, and Woodpecker Crest, a strong, bold beer catering to the diverse tastes of Pondicherry’s beer enthusiasts.

Crafted with imported two-row barley & Indian malts and hops sourced from the Rainier region of Germany, the beer stands out as India’s first to incorporate a blend of two malts, setting a new benchmark as India’s first cross-malt beer. Woodpecker beer undergoes a meticulous brewing process of 30 days, with only one batch brewed per month to ensure unmatched consistency and flavor. This dedication to precision makes Woodpecker India’s most consistent, matured, and richly flavored beer. Woodpecker Glide, in particular, stands out as a 100% natural brew, free from adjuncts like rice and sugar, embodying purity and taste.

The twist cap design itself is a game-changer, eliminating the need for a bottle opener and offering a hassle-free drinking experience. With vibrant yellow caps for Glide and sleek black caps for Crest, each bottle is distinctly marked with a “Twist to Open” instruction, ensuring simplicity with style. This small yet impactful change promises to redefine convenience for beer drinkers across India. With a special emphasis on security and to prevent counterfeiting a customised neck profile has been designed which can’t be reused. Woodpecker’s use of direct print on bottle technology, (eliminating traditional paper labels), reinforces its commitment to sustainability while maintaining its sleek and modern aesthetic.

In terms of pricing, Woodpecker Glide is priced at ₹150 for the 650 ml bottle, ₹120 for the 500 ml can, and ₹83 for the 330 ml bottle. Whereas, Woodpecker Crest is available at ₹172 for the 650 ml bottle, ₹138 for the 500 ml can, and ₹96 for the 330 ml bottle.

“We are proud to introduce India’s first-ever twist cap beer, Woodpecker, to the Pondicherry market,” said Deepak Arora, CEO of SOM Distilleries and Breweries Limited “This innovation underscores our commitment to quality and innovation, and we are thrilled to set a new benchmark in for beer lovers without compromising on the rich, smooth flavor they expect from us.”

“We’ve already been making waves with Woodpecker across India over the past three years, and “Now, with Glide and Crest coming to Pondicherry, we’re taking our presence to the next level. The introduction of the twist cap is a great revolution in beer drinking, offering a new and effortless way to enjoy it. We hope the customers will like our innovation and our market share will further rise” added Mr.Arora.

Deepak Arora also said, “The launch of Woodpecker Glide and Crest is not just the expansion of our portfolio but an innovation that strengthens our legacy in brewing. This isn’t just another beer- it’s an experience rooted in our expertise and craftsmanship. We had designed a unique marketing campaign which is around “Make Space” in consumers life. The campaign is themed around a lifestyle of celebration, friends, and living in the moment, perfectly suited to today’s experience-driven consumers and will come alive at market place. Woodpecker “Make Space” campaign touches every aspect of young consumers for things which truly matters. You make space for friends, you make space for celebrations, fun and whole lot of great things.”

The beer is themed around a lifestyle of celebration, friends, and living in the moment, perfectly suited to today’s experience-driven consumers. With its first-of-its-kind twist cap and premium quality, it promises to create a new wave of excitement among beer lovers.

Woodpecker Beer is now available in Pondicherry, inviting beer lovers to twist open a new era of beer enjoyment.

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