New Delhi: Proost Beer, a home-grown beer label from Grano69 Beverages, has announced a refreshed brand identity, marking a significant milestone as it transitions into a more confident and consumer-focused phase of growth.
The rebranding reflects Proost’s evolution over recent years, as the company shifted from building strong distribution fundamentals to establishing itself as a dependable choice across key beer markets. Rather than a dramatic overhaul, the move signals a natural progression shaped by market readiness, consumer insights and operational maturity on the ground.
Commenting on the development, Tarun Bhargava, CEO and Co-Founder of Grano69 Beverages, said, “This change is not about reinventing Proost, but about presenting the brand in a way that feels relevant and impactful today. Consumer and retailer feedback has been central to this journey, and our focus remains on delivering a premium beer experience that consumers can rely on.”
In its formative years, Proost prioritised strengthening its on-ground presence — ensuring product availability, shelf visibility, optimal serving conditions and consistent off-take. As retailer confidence strengthened and consumer demand increased, the brand reached a stage where it could translate these strong fundamentals into a more assured and contemporary expression.
Feedback from internal teams and market partners highlighted that while Proost delivered on taste and value, it required a stronger visual and emotional identity to stand out in an increasingly competitive category.
The renewed brand identity has been shaped by closely listening to both consumers and retailers. With today’s beer consumers increasingly aligning purchases with lifestyle and identity choices — beyond just strength and price — Proost has sharpened its packaging, clarified its messaging and enhanced consumer touchpoints across digital platforms, events and point-of-sale environments.
“It wasn’t about changing who we are,” Tarun Bhargava added. “It was about expressing Proost in a way that feels more modern, confident and relevant to today’s consumer.”
The refreshed identity is designed to signal quality, consistency and confidence, while remaining anchored in Proost’s core proposition of smooth, value-driven strong beer.
With its distribution fundamentals firmly in place, the new brand identity marks the beginning of the brand’s next chapter. The focus now shifts towards deepening consumer engagement, strengthening presence in existing markets and building experiences that extend beyond the product itself.
“Our aim is to build a brand that consumers enjoy drinking, relate to emotionally and choose with confidence,” concluded Tarun Bhargava. “This new expression of Proost sets the foundation for where we want to take the brand next.”
