Saku Brewery Partners with HS Oberoi Spirits to Bring Estonia’s Finest Beers to India

In a landmark collaboration that bridges continents through craftsmanship and culture, Saku Brewery, Estonia’s leading beer producer and a Carlsberg Group company, has officially joined hands with HS Oberoi Spirits to bring its world-class portfolio of beers to the Indian market. The agreement, signed in Tallinn, Estonia, is backed by the Ministry of Foreign Affairs of Estonia, reaffirming the strengthening trade and cultural ties between Estonia and India. Saku's entry into India will be facilitated by HS Oberoi Spirits, with an initial rollout planned across premium retail and hospitality segments.

With a heritage dating back to 1820, Saku Brewery represents centuries of brewing excellence and innovation. Through this partnership, Indian consumers will soon be able to enjoy Saku’s celebrated range of lagers, craft brews, and wheat beers. Hardarshan Singh Oberoi, Founder, HS Oberoi Spirits, shared: "This partnership reflects our mission to introduce authentic, world-class beverages to India. Saku’s legacy of quality aligns with our belief in long-term, value-driven collaborations."

Manveer Singh Oberoi, Founder, HS Oberoi Spirits, added: "Saku brings not just beer but a rich cultural story that Indian consumers will resonate with. We’re excited to make their iconic brews part of India’s evolving beer narrative."

Gurinder Pal Singh Nagi, Associate, HS Oberoi Spirits, and Owner of Black Diamond Premium India, commented: "It’s an honour to be part of this association. We believe Saku will stand out in the Indian market not just for its taste, but for its heritage and uncompromising quality."

Jaan Härms, Board member of Saku Brewery, said: “This is a major milestone for both Saku Brewery and Estonia’s export industry. We would like to thank Mr. Manveer Singh Oberoi and his team for placing their trust in us — a trust we have earned through the high quality of our products, brands, and packaging.“

Margus Masing, Saku Brewery’s Export Manager, added:“Through our partnership with HS Oberoi Spirits, Saku is entering one of the world’s largest and fastest-growing markets, home to approximately 1.4 billion people – India. This partnership is a testament to the world-class quality of both Saku Brewery and Estonia’s food and beverage sector. We are truly hopeful that this collaboration will be long-lasting and that Indian beer lovers will warmly welcome our products once they reach the store shelves.”

Eva-Kristiina Ponomarjov, director general of the export department at Enterprise Estonia, commented; At Enterprise Estonia, we warmly welcome the collaboration between HS Oberoi Spirits Private Limited and Saku Õlletehas AS—a partnership that began to take shape during Saku's visit to India last December as part of the Estonian business delegation organized by Enterprise Estonia (EIS) and led by Minister of Regional Affairs and Agriculture Piret Hartman, and has since grown into a significant step forward for Estonian exports to India. Estonian alcohol—ranging from high-quality craft spirits to world-class beers—is gaining recognition globally for its craftsmanship and character, with Estonian beer in particular having strong potential to resonate with Indian consumers. We hope this success encourages other Estonian exporters to look toward India’s multifaceted and opportunity-rich market with growing interest, and that this deal serves as an inspiring example of what is possible. Likewise, we warmly welcome Indian companies to explore partnership opportunities in Estonia.“ This collaboration marks a significant milestone in Indo-Estonian relations and will be highlighted in both local and global media. Launch activities will include curated tasting sessions and cultural showcases to introduce Indian audiences to the spirit of Saku. Saku Brewery was also recognized as the best brewery in its region within the Carlsberg Group, which includes Azerbaijan, Belarus, Bulgaria, Croatia, Estonia, Greece, India, Italy, Kazakhstan, Latvia, Lithuania, Nepal, Serbia, and Ukraine, for 2024.