Lone Wolf chalks out its own journey

Lone Wolf sees itself as a brand that fosters beer with a mission and a motto. With its two new variants – Strong and Mild Lager, the brand is dedicated to providing a high-quality beer at competitive costs, and eventually wants to build a community that shares their beer types, tastes, and way of life! One of the most remarkable aspects of its high-quality malt beer is its flavour, which is devoid of the typical bitterness and leaves a pleasant aftertaste. In an exclusive interview with Bizz Buzz, Atul Singh- a second-generation industrialist with diverse commercial interests and Managing Director at Venus Sugar Ltd (VSL), which owns Onkara Beverages, throws light on the brand and its activities

How would you describe Lone Wolf?

Lone Wolf, a home-grown product of Onkara Beverages & Hospitality Pvt Ltd, is a beer startup. It's a new entrant in the alcobev space that promises to cater to the demand at a time when the news is abuzz about how and why Delhi has run out of beer and is all dried up.

What are the corporate ambitions of Lone Wolf?

Lone Wolf sees itself as a brand that fosters beer with a mission and a motto. With its two new variants – Strong and Mild Lager, the brand is dedicated to providing you with high-quality beer at competitive costs, and eventually wants to build a community that shares their beer types, tastes, and way of life! One of the most remarkable aspects of their high-quality malt beer is its flavour, which is devoid of the typical bitterness and leaves a pleasant aftertaste.

What were the reactions when Lone Wolf was launched in Delhi?

We believe, Lone Wolf Bev roared into Delhi/NCR bringing a new brand for beer lovers! Looking to penetrate the segment of strong beer drinkers, which holds 85 per cent of the market share in India, the brand offers a premium beer drinking experience. The company is committed to bring to its consumers premium quality beer at competitive rates. Holding the true personality of a Lone Wolf -free-spirited, free-willed, and chalking out its own journey, the beer has launched in Delhi NCR and Haryana.

Under its group enterprise Onkara Beverages & Hospitality Pvt Ltd - introduced Lone Wolf, a new beer brand in 2022, with a brewing facility at Amara Breweries Punjab. On May 20, 2022, Lone Wolf products began distribution in Delhi and Haryana, and by the first week of June, they had extended into Punjab, Chandigarh, and Himachal Pradesh. For the following two years, they want to focus on expanding their influence across the rest of India.

What was the vice-president sales Arijit Gosh's take during the launch?

We are very excited to launch in Delhi/NCR, our brand believes in celebrating free spirited, free-willed and free-flowing individuals. Ones who have chalked out their own journey and have carved their own niche path, those are inspiration to others rather than following the same route. We at Lone Wolf invite all those who want to become a part of the beginning of a counter culture. It symbolizes those who want to unplug from trends, unlock their mind, unleash their primal instincts and unfollow the crowd.

Keeping in mind the beer culture in the country Lone Wolf Bev celebrates the concept of counter culture and wants to create a community that aligns with their style of drinking, taste and way of living life. Lone Wolf looks to stay committed in its long-term objective of creating a strong brand name by providing a quality brew and at the same time looking towards the beginning of a 'counter culture,' where the brand would be associated with the 'unrestrained and unabashed last man standing.' Setting the tone towards becoming a trend to a new age way of perception, the brand levitates towards going against the norm.

What is the philosphy of the company?

Here at Onkara Beverages, we are trying to create a brand (Lone Wolf) known for its quality and affordability to maximize customer reach. Our target audience is essentially everyone who drinks beer or wants to drink good beers. We aspire to have our footprint all over North India within the next two fiscals and then travel across the country. We plan to add a variety of flavour and rich beers to our portfolio every year. Next in line is the plan to launch Low Alcohol Beverages (LABs) and Ready to Drink (RTDs) which currently occupy a very exciting space in the Alco-Bev industry. We are looking forward to the prowl.

How does the company see consumer's Adapting to Lone Wolf's way of life?

Lone Wolf sees itself as a brand that fosters beer with a mission and a motto. With its two new variants – Strong and Mild Lager, the brand is dedicated to providing you with high-quality beer at competitive costs, and eventually wants to build a community that shares their beer types, tastes, and way of life! One of the most remarkable aspects of their high-quality malt beer is its flavour, which is devoid of the typical bitterness and leaves a pleasant aftertaste. VSL is making its initial push into the Alcobev market, with a long-term goal of expanding into LABs (low alcohol beverages) and RTDs (ready-to-drink) segments. The beer brand is trying to reach the sector of strong beer consumers, which represents 85 per cent of the market share in India, by giving a premium beer drinking experience, emulating the true personality of a Lone Wolf - free-spirited, free-willed, and charting its own course.

Why is it a good time to switch to Lone Wolf?

There have been media reports, that a massive beer crisis has developed from the blazing weather, increased demand, and restricted supply. Since early April, Delhi has been experiencing scorching heat. Beer has 'disappeared' from the city's bars, according to industry analysts, and the situation is expected to endure until July. Even though demand for beer in Delhi grows year after year, liquor merchants claim that this is the first time all major brands and variations of lager and strong beer have vanished from the shelves.

What has been the reason for the drought in beers?

One reason why the discounts left sellers with less liquidity, and they didn't invest much in stocking up on beer before the season started, could be the government's excise policy. According to estimates, Delhi sells 315-320 million cases of beer each year, with more than 40 per cent consumed during the peak summer season. Now that your favourite beer brand is out of stock, it's the perfect opportunity to try Lone Wolf, which promises premium beer with a pleasant taste at a reasonable price.

What is the availability position now?

This will be the first such foray in the Alcobev industry for the company with long-term plans to enter other segments like other LABs and RTDs in their second phase. With future plans to increase their footprints in North India over the next 2 years they will soon launch in Punjab, Chandigarh and Himachal Pradesh followed by UP and Uttarakhand.