Healthy Beer launched in Kerala
Spent some time with Dr. Jagannatha Rao, and was talking about his company and the different types of beer. Conversation came around to Healthy beer, launched by his company recently.
An Indian firm has launched a vitamin-rich beer which it says protects the body from the harmful effects of alcohol.
Ladybird Bio Beer contains aloe-vera extracts as well as the normal ingredients of barley malt and hops, said its inventor B Srinivas Amarnath. He said research showed that it did not harm the liver or cause ulcers and gastric illness.
“The results of human clinical trials have shown aloe vera increases the bioavailability of vitamins like B1, B6, B12, C and E,” said C B Jagannatha Rao, senior vice president of Khoday group of industries.
The beer was launched in Kerala on Wednesday by Khoday in partnership with Amarnath’s firm, Advaith Biotech.
More interestingly, Dr. Rao, gave me a glimpse into the history of Beer. Apparently beer was initially a product of the Church! It was invented in a monastry. Thats right, things got out of hand after that.
And back in the days, beer was a staple drink, which many in europe used to drink for breakfast. Apparently, one fellow made up a slightly pale ale and was shipping it to india, to suit the local tastes. The cargo ship met with an accident, and the barrels ended up in Irish Hands. The Irish took an instant liking to the “East Indian Pale Ale” (Also called Bass Ale) and obviously havent stopped enjoying it till now!
Khoday’s beer enters UK mart
From Shyam Bhatia
DH News Service LONDON:
A Bangalore-brewed beer is poised to make a big splash in the UK market. “AdiAdi”, brewed by Khodays, has been developed exclusively for the UK market by two venture capitalists from Kerala and Bangalore who have made their money in the telecom sector.
Kerala-born engineering graduate John Eipe and his Bangalore-based business partner, Pradip Kumar, will now focus their energies on beer business by importing two container loads every month. On Sunday their brew was the star attraction at an Indian fashion and business launch at London’s Cafe Royal where eager visitors jostled each other for a taste. “AdiAdi” is now only truly Indian-made beer available to customers in the UK and, judging by queues of customers lining up for a free sip, it is likely to be an outstanding success.