It is in the COVID-19 pandemic that Keenan K Marak was struck with the idea of crafting a rice beer that pays tribute to the rich heritage of Northeast India. Cut to 2025, 7 United is India’s first canned carbonated rice beer. The rice beer pays tribute to the legacy of rice beer in Northeast India and is swiftly redefining the craft beer industry in India. Let’s take a deep dive into the origins of the brand and how exactly it is bringing indigenous brews into the mainstream.
7 United: Northeast India’s First Ever Canned Carbonated Rice Beer
How Keenan Marak Began 7 United
When the world came to a standstill in the COVID-19 pandemic, Marak was struck with the idea of doing the unthinkable. He began winemaking as a way of channeling his creativity when he sat idle during the lockdown. Initially, he began experimenting with different fruits from his backyard when his friend suggested that he try making it with rice. It is only after several failed attempts that he managed to make rice beer – the product that gave birth to 7 United.
Marak earned a bachelor’s degree from St. Joseph’s College in Bengaluru after completing his primary education in Meghalaya and then Guwahati. With a background in chemistry, zoology, and botany, he had adequate knowledge about fermentation and the processes of extending the shelf life of products.
This knowledge, paired with the practical expertise he gained from local brewers, helped him conceptualize and work on India’s first-ever canned and carbonated rice beer.
Marak traveled to various rural areas to interact with traditional rice beer brewers and farmers and understand the process in a more practical way. From Babadam to Marakgre in the West Garo Hills, he traveled extensively in Meghalaya to ace the rice beer he had been working on with all his heart.
He initially invested about INR 2 lakh to research and work on the science of brewing, including pasteurization and acidity levels. While he did face several challenges throughout his journey of crafting rice beer, he solved them with determination and ingenuity.
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Bichi: The Indigenous Drink Behind 7 United Rice Beer
7 United’s rice beer is inspired by the local beer called by the name of Bichi. This one-of-a-kind beverage is made from indigenous sticky white rice. This beer, made from indigenous sticky white rice, is produced using traditional methods in special earthenware pots called ‘diktom’. These pots are smoked to impart a distinct flavor to the rice beer inside.
Bichi received a GI tag in 2024, which means that only the indigenous rice grown in the West Garo Hills can be used for its production.
How 7 United Pays A Tribute To Northeast India
The Northeast of India is known for its rich history, untouched landscapes, and most importantly, a lesser-known culinary heritage. This includes not just food recipes but also traditional brewing methods that don’t enjoy the same limelight as those in mainland India.
Various traditional brews’ve been neatly preserved in the heartlands of Northeast India. These include brews like Apong, Tongba, and Zutho, among many others.
Marak, hailing from the Garo tribe, wanted to create something that would resonate with the people of the Northeast. While he did want the product to resonate first with the Northeast folk, he aimed at creating something that would eventually belong to the nation and then the world. Marak adopted the local-to-global approach, and that worked for 7 United!
And if you might’ve guessed by now, the name of the beer brand isn’t just a random creative eureka moment Marak had one day. The name ‘7 United’ pays tribute to the 7 Northeastern states of India. The brand name points out the unifying feeling of the beer, bringing together the 7 states of Northeast India to deliver a rice beer that resonates with the entire country. It is not just about celebrating unity, but also about cherishing the diversity in it!
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7 United Rice Beer: Price And Availability
7 United Canned Carbonated Rice Beer is only available in parts of Meghalaya, Assam, Manipur, and Nagaland. The brand is actively seeking to grow its footprint outside the Northeast by eyeing a pan-India distribution strategy. In the limited states where it is available, the rice beer cans retail for INR 110.
With its fizzy texture, the rice beer packs a solid punch without going too overboard with the classic beer taste as we know it. In every sip, you’re sure to get a taste of the indigenous rice used to make this unique brew. And with an alcohol by volume of just under 11%, the brew isn’t too potent, but just enough to get you ‘unsobered’ after a few cans!
Summing Up
Craft beer in India is evolving rapidly, and 7 United Rice Beer is leading the way for many more indigenous brewers. While India’s indigenous brews have largely been swept under the rug for the longest time, now is the time for such traditional recipes to shine! 7 United – India’s first-ever canned carbonated rice beer is redefining the game, and we’re all here for it to take global limelight soon!
