As the hospitality industry continues to evolve, creating memorable guest experiences has become more important than ever, and beverages are playing a central role in that transformation. At the forefront of this shift is Arvind Bajaj, Founder of Conan Beer, who is redefining how craft beer fits into modern hospitality culture. With a focus on quality, innovation, and consumer experience, Bajaj has positioned Conan Beer as more than just a beverage brand; it is becoming part of the broader lifestyle and dining ecosystem. In this interview, he discusses the inspiration behind Conan Beer, the growing synergy between craft beverages and hospitality, and how evolving consumer preferences are shaping the future of the industry.
What inspired the creation of Conan Beer, and what gap did you see in the market?
Conan Beer was inspired by a clear gap in the Indian market: strong beers were widely consumed but often associated with harshness and a lack of refinement. During my travels across Germany and Belgium, I experienced high-ABV beers that were bold yet incredibly smooth. That contrast stayed with me. With Conan, the idea was to challenge the perception of strong beer in India by creating something that delivers strength without sacrificing drinkability or sophistication.
The name “Conan” has a bold personality — what story does it tell about the brand?
The name “Conan” reflects strength, individuality, and a warrior spirit. It’s rooted in the idea of confidence and standing out. With our tagline “Unleash the Warrior Within,” the brand is about embracing one’s bold side. We wanted a name that instantly conveys power and curiosity, something that makes you want to experience it.
When you first launched, what kind of experience did you want people to associate with Conan Beer?
From the beginning, we wanted Conan to feel like more than just a beer; it’s an experience. Whether it’s a house party or a relaxed evening, Conan is meant to elevate the moment. The focus was on delivering a beer that feels strong yet smooth, bold yet approachable, so consumers can enjoy the intensity without the usual heaviness.
What defines the signature taste profile of Conan Beer?
Conan Strong is defined by its ability to balance intensity with smoothness. It’s an 8% ABV premium strong lager that offers a full-bodied experience without the harsh bitterness typically associated with strong beers. The taste is clean, structured, and finishes smoothly, making it both impactful and highly drinkable.
How do you maintain consistency in quality across every batch?
Consistency comes from rigorous control across the brewing process, from ingredient sourcing to fermentation and packaging. We follow strict quality checks to ensure every batch delivers the same flavour profile and experience. Brewing a strong, smooth beer requires precision, and that’s where our focus lies.
What ingredients are most important in achieving the beer’s flavour and character?
The character of Conan comes from a careful selection of ingredients: robust German malt provides body and depth, while premium American hops add balance and structure. The interplay of these elements allows us to create a beer that is strong but refined, with a smooth, rounded finish.
What balance do you aim for between bitterness, smoothness, and aroma?
The balance is very intentional. While Conan has the strength expected from a premium strong lager, the bitterness is controlled and never overpowering. Smoothness is a key pillar, and aroma plays a supporting role, subtle but present. The goal is to create a beer that feels complete and enjoyable across multiple sips.
Are there any unique brewing techniques or processes that set Conan Beer apart?
What sets Conan apart is its focus on achieving smoothness at higher ABVs. This requires careful brewing control, from fermentation to maturation, to ensure the alcohol integrates seamlessly into the flavour profile. It’s less about one specific technique and more about consistently refining the process to deliver a balanced, high-quality product.
What excites you most about the future of hospitality and beverage culture?
Consumers today are becoming more experimental and aware of what they drink. There’s a growing appreciation for quality, flavour, and storytelling. This shift is exciting because it allows brands like Conan to connect with consumers beyond the product itself and build an identity, culture, and experience around it.
What’s next for Conan Beer?
We’ve started with Conan Strong, but this is just the beginning. We are looking to expand into new formats, including a super-premium strong, a light lager, and a Belgian wheat. At the same time, we’re focused on expanding geographically and building Conan into a brand that stands for bold, modern beer culture in India.