Yuksom Breweries Ltd. stands out as one of the largest beer brand in India, churning out over three million cases of beer annually. Not only is Yuksom Breweries Ltd. a major player in Sikkim’s taxing landscape, but it also significantly contributes to the state’s economy, providing about 100 crore annually and supporting 250 direct and scores of indirect employees.
So, what’s the story behind it?
Established in 1987 in South Sikkim by hashtagTseringPhintso, famously known as “Bollywood actor hashtagDannyDenzongpa,” the brewery derived its name from Phintso’s hometown. Subsequently, DENZONG BREWERIES PRIVATE LIMITED initiated its greenfield project in Odisha in 2005, followed by the acquisition of Rhino Agencies Ltd. in Assam in 2009. Together, these three breweries boast a production capacity exceeding 680,000 hectoliters per annum.
In 2009, Denzong fought tooth and nail to protect its market supremacy in North East India by acquiring United Breweries (UB), a nascent player that threatened its stronghold. UB, eyeing a significant expansion in the North East, aimed to purchase Rhino Agencies, a fledgling brewery. However, anticipating UB’s potential to disrupt its market share, Denzongpa’s company aggressively outbid its competitors, acquiring Rhino Agencies for 40 Crore, marking its inaugural takeover to safeguard its core markets where it retails popular beer brands like Dansberg, Hit, and He-Man.
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