India: Mount Everest Breweries Ltd. (MEBL), one of India’s fastest growing breweries and part of the Associated Kedia Group, has announced its expansion into Goa, marking its entry into the state as its 13th market of operations. The move supports the company’s broader goal of expanding its presence to 20 states by the end of FY26, with a long-term ambition of achieving a 10 percent national market share by 2029.
Goa, widely recognised as India’s premier tourism destination, attracts a large number of domestic and international travellers every year. The market presents a strong opportunity for brands to engage with a diverse and experience driven consumer base while building national visibility among travellers and younger consumers.
As part of its entry into the state, MEBL will introduce a portfolio of its key brands including STOK beer in both mild and strong variants, along with its whisky brand Hilfort, Nicobar gin and Lemount brandy. The portfolio is aimed at catering to consumers seeking quality driven beverage choices across retail and hospitality environments.
Commenting on the expansion, Vedant Kedia, Whole Time Director from Mount Everest Breweries Ltd. said, “Goa has always been a destination where consumers are open to discovering new brands and experiences. This expansion allows us to introduce a wider portfolio of our products while connecting with travellers and younger consumers who influence drinking preferences across the country.”
STOK, the company’s flagship beer brand, is positioned around the lifestyle philosophy of #LiveTheChill, reflecting a relaxed and experiential approach to social drinking. Goa’s laid back yet vibrant culture offers a natural setting for the brand to connect with younger consumers, particularly Gen Z and millennials who increasingly seek authenticity, quality ingredients and experience led consumption.
To support its entry into the state, MEBL has partnered with two distributors and over 700 retailers across Goa. The company’s portfolio will be available through both retail outlets and the HoReCa segment, enabling broad access across the state’s hospitality and tourism ecosystem.
With this expansion, MEBL continues to strengthen its national footprint while building brands that are closely aligned with evolving consumer lifestyles and social experiences.
