Big Idea

Getting ‘high’ with Coolberg

If you are feeling ‘dry’, this start-up’s non-alcoholic pint will serve you a ‘beery’ good time

Pankaj Aswani will have a real cool story to tell his kids and grandkids if his current obsession turns into a rip-roaring success. After acing his Chartered Accountancy course in 2011, Aswani started off as a banker with Citibank. In his own words, that was his ‘first and last job’. Come 2016, he got married and flew off to New Zealand for his honeymoon. There he discovered beer, the kind without alcohol, and got hooked. Soon after his return, he decided to chuck his cushy job to start his own beer company as India had very little in the name of non-alcoholic beer or ‘0.0’ as the nomenclature goes. This was March 2016. Over the next 10 months, Aswani invested Rs.5 million and learnt how to brew, bottle and sell his brand of 0.0. Inspired by Carlsberg’s ‘Probably The Best Beer In The World’, Aswani christened his own creation ‘Coolberg’. He must have got something right because biggies such as United Breweries and AB InBev soon followed with Heineken 0.0, Radler and Budweiser 0.0, respectively.