Restaurant India News: Independence Brewing Company Launches Aston Villa Lager in EPL Brew Series

Independence Brewing Company has added a new label to its English Premier League Brew series with the launch of Aston Villa, an American Light Lager inspired by the football club Aston Villa F.C.. The rollout forms part of the brewery’s ongoing strategy to align seasonal beer releases with major sporting properties, driving themed consumption around matchdays.

Under the EPL Brew series, IBC is introducing a dedicated brew for each team through the season. The initiative is positioned to strengthen in-outlet engagement, encourage repeat visits during live screenings, and create differentiated taproom experiences tied to football culture.

Aston Villa is positioned as a session-friendly American Light Lager, developed for extended consumption occasions such as live match screenings. The beer is pale straw to light gold in colour and delivers mild malt and hop notes, low bitterness, and bright carbonation. With an ABV between 2.8 percent and 4.2 percent and low bitterness levels of 8–12 IBU, the brew is structured for high drinkability and lower perceived heaviness, making it suitable for longer dwell times in on-premise settings.

The style references the American Light Lager format that gained traction post-World War II and expanded significantly in the 1970s due to its clean flavour profile and broad consumer appeal. By adopting this style, IBC is targeting consumers seeking lighter options during high-energy social occasions.

Anirudh Khanna, Managing Director, Independence Brewing Company, said, “Our English Premier League Brew series is about celebrating football culture through beers that match the mood of the game. Aston Villa is crisp, easy, and built for repeat pours. It’s the kind of beer you want in hand when the match is on, and the energy is high, uncomplicated, refreshing, and perfect for sharing.”

The beer is being served in a 330 ml Cervoise glass or a 500 ml Nonic, formats that align with standardised on-premise service for lagers and are designed to support both moderate and extended consumption patterns. The structured glassware approach also enables consistent presentation across outlets.

Launched on 16th February 2026, Aston Villa is available across Independence Brewing Company outlets. A broader trend where craft breweries are using sports affiliations and limited-edition drops to draw more customers, improve brand recognition, and boost sales of their beverages during major sporting events.

With this addition, IBC continues to build its English Premier League Brew lineup, using club-based branding and accessible beer styles to deepen engagement within the sports-viewing segment of the hospitality market.