WHAT ARE GROWLERS? UNDERSTANDING CRAFT BEERS NEW BEST FRIEND

There was a time, when us beer lover wanted craft beer, we had to search, plan and go to brewpubs brewing and selling beer on site or taprooms carrying craft beer crafted by various microbreweries. Things have started change in India, the craft beer industry is evolving as we speak. Locally brewed craft beer is now easily available to the beer lovers through deliveries of growlers, and opening of the first of many growler stations in Mumbai and Pune.

The pandemic affected the craft beer industry deeply. Karnataka government allowed the sale of craft beers through growlers, for microbreweries to clear existing stock. But, it was Maharashtra, who became the first state to permanently allow the sale of craft beers through growlers. This is a huge step for brewpubs, adding an extra stream of revenue, as well as microbreweries who now can directly advertise and sell their artisanal brews to the public. Just go online to order, or go to one of these growler stations and get in 1 liter growlers and enjoy it comfortable at home. Exiting times!

Keeping this massive area of opportunity for the craft beer industry in mind, let’s take a step back, explore, and understand what growlers are. Basically, growlers are pressurized beer containers, capable of carrying handcrafted delicious beer, not compromising on the quality, keeping the beer fresh for 2 to 3 days. Let’s dive into this concept a little further.

What are growlers?

Legend has it, that the name growlers dates back to the late nineteenth century, where the beers were carried home in covered pails, for later consumptions. The sloshing beer, in these containers, made a growling sound because of the escaping Co2. Now, the authenticity of this story cannot be establish, but hey, I think the name “growlers” is very catchy.

The popularity of growlers started to rise in the 1990’s in the United States, where, local craft brewers started selling their beers in larger containers and named them growlers.

Trust me, I have come across many beer lovers who do not know what growlers are. They are very nice looking, pressurized vessel, to carry craft beer home (or get it delivered). These growlers, generally 1 liter or 2.5 liters, are good for 2 to 3 days if stored in a dark, chilled place (obviously, your fridge), or, best to consume it the same day once you open it, which, I think is definitely could turn into a memorable night (or day…to each their own).

How does it work?

Honestly, I want people to not worry about this. Just go online, search for growler delivery, select a preferred style and order it. Just imagine, a fresh, tasty, refreshing hefeweizen, delivered to your door step, it’s like living in beer-wonderland. But, for the love of beer, let’s see look at how growlers work.

The process is very simple:

First - The growler is rinsed with cold water for it to cool down (Hot growlers can cause excessive foam).

Second - The growler is purged with Co2 to get rid of any oxygen which can affect the flavor of the beer.

Third – The growler is filled with your choice of craft beer to the top with some foam coming out from the top allowing the rest of the air inside the growler to push out.

Forth – The growler is then capped and sealed. It is also rinsed again to remove any beer residue on the outside.

See, I told you it’s that simple and easy to understand.

Why should you buy craft beer growlers?

There are definitely many advantages of getting delightful craft beers delivered or bought at growler stations:

Getting local brew home - Growlers offer a great way to enjoy locally brewed beer, comfortably a home. There is nothing better than a sip of beer, sourced straight from where it was brewed.

Larger quantity – Growlers come in 1 liter or more sizes. What is better that beer…more beer!

Convenient – Growlers are a great way to transport and keep craft beer fresh. They are not to heavy, and anyone could carry more than one at time.

Sharing – Growers are great to share and spread the love of craft beer. You could easily bring growlers to a friend house, or to a party you are attending.

Growlers are a great way to enjoy various styles of beer, brewed locally as it keeps it fresh, although, one would argue that it keeps it fresh for a very little time. But, when was the last time you ordered any of the mass produced commercial beer, with bare minimum flavor options, and did not consume it for days on end.