Selling beer at weddings and private events in India
A wedding or private party can sell more beer in one evening than a taproom sells in a week. It can also go wrong in ways that cost money and a licence. Here is how to plan one, step by step.
Start with the permit question
Alcohol is a state subject in India. Whether a brewery can serve or supply beer at a wedding depends on the state and often on the city. So does the permission the venue or host needs. Many states require a temporary permit for events where alcohol is served. Some restrict who may hold it. Dry days, venue types and hours of service add further limits.
Rules and fees vary by state and change. Before you quote anyone, ask your licensing adviser or the state excise office what applies to your licence, your product and the venue. If your own licence does not cover off-site sale, the beer may need to go through a licensed caterer or bar operator who holds the right permission. Do not guess. A fine or a suspended licence costs far more than any event pays.
Who is the customer
The buyer is usually a wedding planner, a caterer, a venue or the family. Planners decide quickly and want one point of contact. Families care about the guests' experience and the bill. Venues care about licences and liability.
Pitch what they can picture: a draught point with three beers, a short menu card, a bartender in a clean uniform and a set number of servings. Offer a tasting for the decision makers a few weeks before the event, so they know what they are buying. Keep it small. Two or three beers are enough for most events.
Work out the volume
Estimate from the guest list, not from hope. Ask how many guests are expected, what share will drink beer and over how many hours. Here is an illustration with made up numbers. Say 200 guests are expected and 30% drink beer, so 60 people. If each has three beers, that is 180 servings of 500 ml. A 30 litre keg gives about 50 usable servings after foam and line loss. 180 divided by 50 is 3.6, so four kegs, plus one spare.
Then check against the hours. A wedding reception may peak in the first two hours. Draught points need enough taps and staff to serve that peak without queues. One tap can pour a 500 ml glass in roughly ten to fifteen seconds when the beer is cold and the pressure is right. Three taps usually handle a crowd of this size.
Equipment and the cold chain
Beer served warm foams and tastes flat. Plan for cold storage on site: a cold room, a refrigerated van or insulated boxes with ice, depending on the event. Dispense through a jockey box, a portable draught tower or a glycol chilled system. Bring CO2 with a regulator, spare gas, a spare keg coupler and a line cleaning kit.
In an Indian summer, an outdoor lawn can run above 35 °C. Keep kegs in the shade, ice the lines and chill the glasses if you can. Sanitise the lines before service. Flush them after. Keep a record of what you did.
Pricing the evening
Build the price from your cost per litre, then add what the event costs you: staff, transport, equipment hire, wastage, permit handling and a margin for risk. Choose a clear structure. Many suppliers charge per keg plus a service fee, or per serving with a minimum. Whatever you pick, write it into a short contract with the deposit, the cancellation terms and who is responsible for permits.
Do not discount just to win the booking. A cheap event that loses money teaches you nothing. Our guide to selling beer for corporate offsites and events compares a similar setup with a different buyer.
Moving beer across a state line
A destination wedding may mean serving in another state. Beer rarely moves freely across state borders. Each state sets its own rules on import, permits and labelling. Our guide to selling beer across state borders and the permits involved explains the process in more detail. Allow weeks for paperwork, not days.
Responsible service is part of the product
Weddings are long and emotional evenings. Make sure nobody underage is served and train the bar team to refuse service politely when needed. Offer water, soft drinks and a non-alcoholic option at the same counter. Agree with the host how guests will get home safely. Never encourage anyone to drink more than they want. If something goes wrong at an event with your name on the beer, the damage lands on your brand.
Where this fits in the business
Events can be a good steady channel, but they are labour heavy and seasonal. Judge them on the contribution per event and on the effort they take from your core team. Planning that properly, with costing, contracts and a view on the year, is exactly the commercial skill that our Brewery Business Management course teaches.
Common questions
Can a brewery serve beer at a wedding in India?
It depends on the state, the venue and your licence. Many states need an event permit and some limit who can hold it. Check the current rules with your licensing adviser.
How many kegs do I need for a wedding?
Estimate guests times the share who drink beer times servings each, then divide by about 50 servings per 30 litre keg. Add a spare keg.
How do I keep draught beer cold at an outdoor event?
Use a cold room or insulated boxes with ice, keep kegs in shade and ice the lines. Beer served warm foams badly.
