Brewing has become an art form. Every day, it seems like a new beer brand launches, each promising to fulfil a distinct yet necessary niche. From non-alcoholic options to chilli-infused ales, every fruity flavour imaginable to smoked-meat brews, I honestly thought we’d seen it all. It turns out, however, in our enthusiasm for innovation we had all severely overlooked the options that had been around all along.
In the North East Indian state of Meghalaya, the Garo people have been producing and drinking rice and beer for generations. While kicking your feet up and sipping on a cold one may feel like a Friday night ritual for you, the Garos' relationship with Chubitchi, runs far deeper. It's steeped in tradition and used within festivities and other practices not just as a form of recreation, but as a vital aspect of their culture. From birth to death and every event in between, their home-brewed fermented rice liquor will be available.
However, the specificity of the drink’s origins makes it hard to access. How could someone in Mumbai or Bangalore try chubitchi without travelling across the country? A new homegrown brand, 7 United, may be the answer.
Founded by Keenan Marak, 7 United is India’s first canned carbonated rice beer. The company’s name pays homage to India’s seven North Eastern states, aligning with their mission to uplift North Eastern culture.
“It’s not just a drink, it’s deeply rooted in the cultural and social practices of our people. It is a symbol of community, traditions, and celebrations.”Keenan Maruk for Indian Culinary Agenda
This feels particularly important in a global cultural landscape that often overlooks our diversity; though the world has embraced the likes of haldi and chai, Indian culture can’t be written off as just that. 7 United’s commitment to spreading appreciation for North Eastern Indian culture is part of a larger movement to recognise our country’s rich hereditary and cultural tapestry.
Rice beer is not unique to the Garo Hills; several states across India and the world have their own version of the fermented drink. However, Marak told the Indian Culinary Agenda that Bitchi sets itself apart with its sweet and smoky flavour profile, and, more importantly, the culture it carries with it. 7 United’s goal is not to capitalise off a region’s customs for their own benefit; rather, it’s to invite others into the vibrant essence of North East India.
Follow 7 United here.
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