Ironhill signs int'l merger with US beer chain

Mumbai: Ironhill, India's biggest microbrewery chain, has acquired and merged with its US namesake to create a hospitality group with revenue of about ₹450 crore, marking a rare overseas buyout by a homegrown brewery brand. Ironhill acquired the Pennsylvania-based chain through bankruptcy proceedings, co-founder Teja Chekuri told ET.

"We did not take any of the locations which were in losses, which were making huge losses. We made sure we took the locations only which are around 20% Ebitda," he said. The deal gives Ironhill India control of the brand's global trademark and combines its Indian microbrewery business, founded a decade ago, with the American craft-beer brand established in 1996.

Microbrewery chain buys Pennsylvania biz via bankruptcy route; plans to set up 43 outlets

Ironhill has about 10 outlets and plans to expand to about 43 outlets across India and the US by 2030 as it builds a cross-border hospitality business. The merger marks a reversal of fortunes for the US business, which struggled after aggressive expansion under its previous ownership. Rather than inherit those losses, Ironhill India bought the brand and selected operating locations through the bankruptcy process before investing additional capital to restart the business.

Ironhill India has invested a further $4 million to revive and reopen five US outlets, taking its total investment in the American business to about $7 million.

Live EventsThe acquisition gives the Indian company control of the Ironhill brand globally and adds a business that had about $27 million in annual revenue before its closure, according to the company.

"This is not only about the brand name," co-founder Sree Harsha Vadlamudi said. "The revenue will increase multiple fold and the brand value will increase because now it is a brand which is present in the US also."

The company has reopened five outlets-in Center City Philadelphia, Hershey, Lancaster and Huntingdon Valley in Pennsylvania, and Wilmington, Delaware.

Ironhill plans to expand cautiously in the US, targeting two to three new locations a year initially. It expects to have at least 16 US outlets by 2030, while its India network is targeted to reach 27 outlets.

"Having witnessed the brand's journey over the years, the re-openings represent something far more than a business milestone," said Alexis Lundeen, director-operations, Ironhill US. "Bringing Ironhill back has meant bringing 500 team members and vendors back to their jobs, their regulars and to the craft they spent years perfecting."

The merger also gives Ironhill access to operational and brewing expertise developed in the US craft-beer market. The company plans to adapt American brewing processes, technology and a wider range of beer styles for its Indian operations. "The brewing process is more efficient in the US because it has been there for decades," Chekuri said. "There are a lot of synergies."

Ironhill expects the US operation to also improve labour productivity and operating systems in India, where the company sees scope to replicate some of the more automated processes used by its American business.

India's microbrewery market remains relatively underdeveloped outside major cities, offering room for expansion as consumer spending rises and operators move into smaller markets, Vadlamudi said.

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