The company, known for its Godfather beer, is anticipating a revenue of about Rs 1,500 crore in 2024, which is a 60-70% increase from last year. This growth is largely driven by a 60% rise in beer sales.
Prem Dewan, the chairman and managing director, believes that the trend of consumers opting for premium alcohol products will continue to accelerate. He noted that even with a 6-7% growth in the economy, the shift towards premiumization is expected to speed up, as more consumers upgrade to higher-end products.
DeVANS is planning several new launches in 2025, including a premium gin, a herbal liquor similar to Jägermeister, and new premium versions of its single malt GianChand and vodka. The company also plans to introduce a dark beer next year. Currently, DeVANS offers beer under the Godfather and Six Fields brands and operates breweries in Jammu, Rajasthan, and five other states through tie-ups.
In addition to the beer portfolio, DeVANS has recently expanded into Maharashtra and expects a strong market response. The company is exploring further partnerships and anticipates growth of 30-40% in 2025. Even without these new tie-ups, they project a 15-20% increase in growth.
DeVANS is not overly concerned about rising grain costs, as their current products don’t rely heavily on grains. However, they plan to adjust pricing for new products that will use more grains.
