In the ever-growing world of craft brewing, some stories stand out not just for their entrepreneurial brilliance but for the cultural heartbeat they carry. The story of Van Sharma Rupee Beer is one such tale—a journey of heritage, resilience, and innovation.
Van Sharma: The Roots of a Dream
Van Sharma and his brother, Sumit Sharma, grew up surrounded by the flavors, aromas, and traditions of Indian cuisine. Their parents, seasoned restaurateurs with more than 50 years in the Indian restaurant business across Europe and the United States, unknowingly planted the seeds of a future venture.
During their younger days in Maine, the Sharma brothers worked at their family’s restaurant, serving customers authentic Indian dishes that told stories of tradition and love. Yet, amidst the vibrant curries, naan breads, and rich spices, one gap remained unaddressed: a beer crafted specifically to complement Indian food.
That gap would later become Rupee Beer—a bridge between cultures and a toast to their heritage.
Born During a Global Crisis
In 2020, when the world was brought to its knees by the COVID-19 pandemic, Van (a Northeastern University alumnus) was in London and Sumit (a Boston University alumnus) was in Australia. Both returned home to Maine when uncertainty struck.
Working once again at their parents’ restaurant, they witnessed firsthand the struggle of supply chain disruptions. Popular Indian beers like Kingfisher and Taj Mahal were nearly impossible to source. This challenge sparked a revolutionary idea: why not create a domestically brewed Indian-inspired beer that would not only solve a logistical problem but also elevate the dining experience?
Van Sharma: Crafting a Beer for Spice and Flavor
The brothers knew the brewing industry was uncharted territory. Fortunately, destiny introduced them to Alan Pugsley—known as the “Johnny Appleseed of craft brewing.” With over four decades of experience and involvement in launching more than 80 craft beer brands globally, Pugsley became their mentor.
Together, they experimented through countless tasting sessions at the Sharma family restaurant. The mission was simple yet profound: craft a beer that would pair perfectly with Indian cuisine without overpowering it.
The result? Two signature creations:
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Basmati Rice Lager – A smooth, slow-brewed lager with lower carbonation, designed to complement spicy and creamy dishes without causing bloating or intensifying heat.
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Mango Wheat Ale – A vibrant beer infused with tropical character, balancing sweetness and spice.
A Name That Honors Heritage
The brand name, Rupee, pays tribute to India’s currency—an emblem of the Sharma brothers’ roots and cultural pride. Each sip of Rupee Beer carries a message of connection: East meeting West, tradition blending with innovation, and food merging with flavor.
Expanding Horizons
Launching a brand during a pandemic was a bold move, but Van and Sumit embraced the challenge with grit. What began in Maine quickly expanded across the United States. Today, Rupee Beer is stocked in leading retailers such as Whole Foods, Trader Joe’s, and Costco—marking a milestone in representation for Indian-inspired craft beer in mainstream markets.
For Van Sharma, this journey isn’t just about brewing. He calls it “beer diplomacy 101,” a way of using a simple drink to open dialogue, celebrate culture, and connect people across borders.
Lessons in Entrepreneurship
When reflecting on the journey, Van highlights three vital qualities that shaped his path:
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Grit and Hard Work – Long hours and sacrifice are inevitable in start-ups.
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Clear Goals – Staying aligned with a single vision ensures progress even when challenges seem endless.
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Resilience – Entrepreneurship demands the ability to stand tall against uncertainty, just as the brothers did during the pandemic.
His advice to young entrepreneurs is simple yet powerful: “Align yourself to a specific tangible goal—and never forget what that goal is until you get there.”
Life Beyond Beer
When asked what he would do if he had just a decade left to live, Van’s answer is telling of his philosophy: “Travel as much as I can. Travel gives perspective, teaches humility, and shapes how you look at life.”
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