Vedant Kedia on STOK Beer’s unique market positioning & innovative strategies

In this exclusive interview with Adgully, Vedant Kedia, Chief Growth Officer, Associated Alcohols & Breweries Ltd, delves into the world of STOK beer, a brand with a mission to redefine the premium beer segment. Kedia provides insights into STOK beer’s distinct flavour profile, vibrant packaging, and its commitment to creating a community focused on “Living the Chill”. He also shares how STOK is capitalising on industry trends to maintain its position in the ever-evolving Indian alcohol market.

Could you provide us with an overview of STOK and its unique selling points that differentiate it from other beer brands in the market?

STOK, located in Indore, Madhya Pradesh, operates under Mount Everest Breweries Ltd. (MEBL) flagship. It entered the market in 2019, intending to establish a unique position in the premium beer segment. The brand's central philosophy revolves around embracing a relaxed and joyful lifestyle, encapsulated in the concept of “Living the Chill”. STOK strives to be synonymous with moments of happiness and camaraderie, much like its endearing mascot, a Panda representing a cheerful, carefree and approachable persona. What sets us apart from our beer competitors is the exceptional and distinctive flavour profile of our products and the vibrant, bold packaging that evokes happy emotions and captures attention. Our intricately crafted beer variants provide unparalleled and delightful taste experiences, differentiating it from other beer brands. The brand presents a trio of captivating beer options: Strong, Lager, and Wheat, where each variant is meticulously developed to offer a unique and enjoyable beer journey. Beyond the exceptionally diverse flavours, we provide an enriching beer experience at a competitive price, Rs 40-50 more economical than its rival.

STOK’s tagline is “Live the Chill”. How does the brand convey this message through its products and marketing strategies?

STOK is a purpose-driven brand dedicated to making the world a happier place. Central to this purpose is creating a community known as the “Keepers of the Chill”. We aim to build a beer community and embody a lifestyle centred around living the moment. To attract the target audience, we are creating an IP with comic artists from across India with unique content, especially curated, keeping the brand in mind. We have participated in an ongoing event in Bangalore. We plan to participate in two more upcoming events in Delhi and Shillong in the coming quarter. These events will create opportunities for beer enthusiasts to experience the unique flavours of STOK in an enjoyable atmosphere.

Talks are on with a famous influencer who embodies the “Live the Chill” lifestyle, showcasing how the brand fits into their leisurely activities. Also, STOK’s vibrant packaging and endearing mascot, the Panda, evoke a sense of relaxation and leisure. With unique product offerings, visual aesthetics, lifestyle associations and engaging marketing strategies, STOK aims to catalyse positive change, encouraging everyone to “Live the Chill” and find moments of joy amidst life’s challenges.

In a fast-paced world, how does STOK contribute to creating a lifestyle that encourages consumers to unwind and relax?

STOK is committed to creating a community and platforms, where people can unwind after their hectic and stressful days. STOK is investing in platforms and content specifically curated to give moments of laughter, relieve stress from the target audience’s everyday lives, and encourage them to take a break from daily stressors and find happiness in their chaotic routine lives. We are working to build creative content that will provide a mental escape from stressors and will allow time to reflect, relax and engage in creative thinking, thus helping with recharging their mental energy. STOK’s activation, point of sale designs, and unique packaging design also propagate and bring alive the brand philosophy of living in the moment and improving the world.

What specific marketing initiatives or campaigns has STOK undertaken to promote the concept of “chill: and relaxation among its consumers?

STOK is building an IP with pan-India comic artists to create easily consumable content on YouTube that will be compiled based on the brand’s purpose of “passing on the chill” to the viewers and making this world a happier place. The regular social media content aims to provide a fun take on everyday life and empower the viewers to feel normal and take life easy. STOK plans to constantly introduce the brand’s core ideology through experience design across their Point of Sale (POS) and at stalls across various events they participate in.

How has the company approached user acquisition for brands like STOK, and what strategies have been particularly effective in expanding the consumer base?

STOK’s unique value proposition is its flavours. Leveraging on the flavours of our three offerings, we have opted for the policy of TASTE FIRST. We have hosted sampling events at local bars, events and forums (Farzi Café (Indore), Revolution (Indore), The Piano Project (Indore), House of Madeera (Assam), Imperfecto (Delhi) Franchise India event - Delhi) to try our beer first-hand. This allowed us to create buzz and word-of-mouth recommendations and expand our consumer base. Combining the premium taste with affordable pricing has further helped consumer acquisition.

In what ways has the industry responded to changing consumer preferences and international trends?

The alcohol industry has witnessed a dynamic response to evolving consumer preferences and international trends. The industry response has reflected a commitment to innovation, sustainability, and catering to diverse consumer interests. This adaptation includes the creation of small batches featuring experimental and diverse flavours, fostering a sense of community through engaging social media initiatives, and carving out niche brands tailored to specific preferences or cultural backgrounds. The growing consumer interest in flavour innovation has influenced the industry to experiment with infusing unique ingredients and fusion techniques into products.

Additionally, with increasing health and wellness trends, the industry has introduced options such as lower-calorie or gluten-free beverage alternatives. Similar to other sectors, there is a growing emphasis on sustainability in the alcohol industry. To address this issue, companies are shifting to eco-friendly packaging to appeal to environmentally conscious consumers. Collectively, these strategies showcase the alcohol industry's agility in catering to changing market dynamics while maintaining a global perspective.

What are the key trends that are driving the sustained growth and demand for beer in the Indian alcohol industry?

The sustained growth and demand for beer in the Indian alcohol industry can be attributed to several key trends. First, the changing population demographic, with a growing number between 18 and 35 years old, plays a significant role in the growing demand for beer. This age group represents a large consumer base with a penchant to exploring various alcoholic beverages, including beer. Second, there is a notable trend of increased acceptance of beer among women and the general population. As societal norms evolve, more individuals embrace beer consumption, thus expanding the market reach beyond traditional segments. Third, the rise in disposable income among the middle class has fuelled higher purchasing power, enabling consumers to afford and enjoy beer as a leisure and social activity. This has led to an upswing in the demand for more beer options. These intertwined trends collectively contribute to the sustained growth and heightened demand for beer within the Indian alcohol industry.

How is STOK capitalising on these trends to maintain its position in the market?

STOK is effectively leveraging prevailing trends to secure its market position. We are targeting the growing young population by tailoring our premium quality beer at an affordable price. It meets the demands of cost-conscious yet quality-seeking consumers. Additionally, STOK's emphasis on community-building of “Keepers of the Chill” taps into the trend of creating meaningful connections of beer enthusiasts who come together to relax, unwind and build social relationships, thus building a lifestyle beyond the product. This comprehensive strategy ensures we remain a relevant and competitive player in the market.

Could you highlight any innovative strategies or products that STOK has introduced to align with these industry trends?

STOK’s innovative strategies and products align with current industry trends, particularly in creating a beer enthusiast community and increasing engagement. We have identified various touch points for building this community, including STOK’s presence in pubs and wine shops nationwide. STOK strives to position itself in pubs as the first choice amongst beverages and a mood elevator. Additionally, the unique concept of “Spin The Wheel” in wine shops creates an interactive and engaging experience, catering to the trend of fostering meaningful connections. “Spin The Wheel” is a wheel of fortune, the consumer gets the opportunity to spin the wheel. Wherever the needle points on the wheel is at stop is what the winner gets. These initiatives showcase our forward-thinking approach in aligning with consumer preferences and industry trends to build a strong and loyal customer base.