Revolutionizing Craft Beer: The Spirit of Geist Brewing Co

In India’s vibrant craft beer landscape, Geist Brewing Co emerges as a revolutionary force, driven by passion and innovation. Narayan Manepally, co-founder of Geist, transitioned from a successful engineering career in the United States to redefine India’s beer culture. In this exploration, we unravel his journey, the challenges he faced, and the key insights that shaped Geist into a leading craft beer brand.

The Engineer’s Unexpected Calling: From Intel to Craft Beer

Narayan Manepally, born in Mysore and raised in Bengaluru, had a conventional academic start, earning an engineering degree from BMS College followed by a master’s from Virginia Tech. His career at Intel in New Jersey’s Princeton Research Operations was marked by significant innovations in digital video interactive technology, celebrated by then-CEO Andy Grove.

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However, it was his move to Oregon, a paradise for homebrewing, that changed the course of his career. A simple trip to ‘Main Street Home Brew’ led to his first brew—a California Golden Ale. This experience ignited his ambition to introduce the craft beer culture back to India.

Building the Geist Brand: Overcoming Challenges

Upon returning to India, Manepally encountered daunting challenges. With no laws governing microbreweries, he faced numerous rejections. “Every place that I went to said, ‘Microbrewery laws don’t exist; it’s illegal to do this,'” he recalls. Undeterred, he found ways to get his beer recipes brewed in Germany and Belgium, despite high costs. This led to a steep learning curve in navigating regulations and logistics.

Things took a turn when Arvind Raju of Beer Club secured the first microbrewery license in Karnataka. Seizing the moment, Geist partnered with two microbreweries, Brewski and Big Brewski, skyrocketing their success to earnings of $600,000 in a single month with impressive gross margins of 67%.

However, the onset of the COVID-19 pandemic threatened to derail his progress. With operations halted, Manepally prioritized his employees and devised innovative solutions, including an on-premise beer garden and the introduction of ‘growlers.’ This not only sustained the business but also bolstered the brand image significantly.

Technology: The Backbone of Quality Brewing

Manepally attributes much of Geist’s success to technology. His engineering background driven by the Arrhenius equation emphasizes maintaining a cold chain for quality control. “If you expose beer to heat, something bad is going to happen,” he insists. From custom ERPs to GPS-enabled keg deliveries to innovative keg sleeves that chill beer without industrial cold boxes, Geist integrates new technologies to redefine beer logistics in India.

The Evolving Indian Palate: Premiumisation in Craft Beer

Bengaluru is often likened to California for its trend-setting culture. Manepally recognizes that Indian consumers are evolving, favoring quality over quantity. “Consumers are drinking less but opting for premium options,” he explains. Geist’s smoked wheat beer won silver at the European Beer Star, marking a significant milestone for Indian brewing.

Today’s consumers are willing to invest more for better experiences, driven by a thirst for knowledge and exposure from travel. “People are saying: ‘I don’t need to drink a lot of beer, but I want it to be good,'” he reflects.

Lessons from Brewing: Passion, Persistence, and Profitability

To budding entrepreneurs, Manepally offers advice centered around the three P’s: Passion, Persistence, and Profitability. He emphasizes the importance of understanding one’s financials: “If you don’t pay attention to the bottom line, you’re going to get screwed.” The message is clear: persistence pays off, even when challenges seem insurmountable.

Recalling his mentor’s wisdom, he concludes, “Entrepreneurship is about being in business long enough until the lightning bolt strikes.” For those considering a journey in India, expect a “10-year rule” to genuinely build a successful venture.

Geist Brewing Co’s narrative is not just about beer; it’s about transforming a personal passion into a thriving business that navigates regulatory challenges, embraces technological advancements, and resonates with the evolving tastes of Indian consumers.

Listen to the Full Podcast

For more insights into Narayan Manepally’s journey and the craft beer industry, listen to the full podcast episode where he shares his experiences, challenges, and victories in depth.