SOM Distilleries and Breweries Ltd. (SDBL), through its subsidiary Woodpecker Distilleries and Breweries, has officially launched Woodpecker Premium Beer in Puducherry, becoming the third Indian city to experience this innovation after Bengaluru and Delhi. This launch marks a significant step in redefining the Indian beer market with the nation’s first-ever twist cap beer.
Game-Changing Packaging: Twist to Open
At the heart of this launch is a packaging innovation never seen before in the Indian beer industry—a twist-off cap. Designed for convenience and style, the new bottles eliminate the need for openers, making beer consumption smoother and more accessible. Each variant is color-coded for easy identification:
- Yellow Cap for Woodpecker Glide (Mild Beer)
- Black Cap for Woodpecker Crest (Strong Beer)
The bottle also features a bold “Twist to Open” message and an anti-counterfeit custom neck profile, enhancing both usability and authenticity.
Crafted for a New Generation of Beer Lovers
Woodpecker Premium Beer is brewed using a blend of two-row imported barley, premium Indian malts, and hops sourced from the Rainier region in Germany. The result is what the company describes as India’s first cross-malt beer, offering a richer and smoother taste profile.
Additionally, Woodpecker has adopted direct-to-bottle printing technology, replacing conventional paper labels. This not only reduces packaging waste but also enhances the visual appeal of each bottle, aligning with sustainable practices and modern design sensibilities.
Leadership Speaks: A Vision for Innovation
Speaking on the launch, Mr. Deepak Arora, CEO of SOM Distilleries and Breweries Ltd., stated:
“We are proud to introduce India’s first-ever twist cap beer in Puducherry. This innovation underscores our ongoing commitment to quality, ease, and customer delight. The launch of Woodpecker Glide and Crest represents more than portfolio expansion—it reflects our legacy of craftsmanship and forward-thinking.”
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Marketing Campaign: “Make Space” for New Experiences
To support the Puducherry launch, SOM has introduced a new marketing campaign titled “Make Space”. The campaign is centered around themes of celebration, companionship, and living in the moment, reinforcing Woodpecker’s positioning as a lifestyle-forward beer brand for the modern consumer.
Pricing in Puducherry
Woodpecker Glide – Mild Beer:
- 650 ml Bottle – ₹150
- 500 ml Can – ₹120
- 330 ml Bottle – ₹83
Woodpecker Crest – Strong Beer:
- 650 ml Bottle – ₹172
- 500 ml Can – ₹138
- 330 ml Bottle – ₹96
With its twist-off convenience, premium ingredients, and cutting-edge packaging, Woodpecker Premium Beer is set to redefine the drinking experience in Puducherry. This isn’t just the arrival of a new beer—it’s the beginning of a new beer culture.
