Himalayan Monkey has been formulated specially to accompany the spices used in Indian dishes, without overpowering their delicate flavours. East End Foods hopes that the Indian-made beer’s authentic brewing and bottling process will make it a popular choice among the growing number of consumers turning towards craft offerings from small-scale manufacturers.

The 4.8% ABV beverage goes on sale in July and has been developed in line with two key consumer trends, according to East End Foods’ commercial director.

Paul Deep explained: “Firstly, we saw a gap in the market for an authentic Indian beer that is priced and positioned to appeal to a younger, more street-wise lover of ‘all things hot and spicy’ – a movement that continues to grow and reflects a clear preference for spicier foods amongst younger, more adventurous consumers. We think that the branding and label design, developed by Leeds-based agency Brand Britain, will really capture the imagination of this market.”

“With Himalayan Monkey there’s a real emphasis on the care with which it’s been prepared and the authenticity of ingredients we’ve used. We think this will be appreciated by an increasing number of consumers as the trend to move away from mass production across the FMCG market continues to pick up pace in the UK.”