While I proudly hold on to the title of the last place you want to go for your brewing trade information, even my eye caught this bit of news from The Economic Times of India:

Pepsi enables farmers in Rajasthan to grow two-row barley as "it is the best variety to get good malting quality". India follows the six-row method, but two-row is the preferred choice world over. "We have been approached by brands like Heineken, Foster's and Carlsberg since they want quality barley for premium beer but our exclusivity with UB is coming in the way," says [PepsiCo India exports EVP] Mr Bose.

Unlike other winter crops, barley needs less water and is more tolerant to salinity and alkaline conditions than other crops. It is, therefore, of significance in areas where it is impossible to grow wheat crop, owing to unsuitable soil and insufficient irrigation. Geographically, Pepsi's chosen area, Rajasthan, complements the conditions. In Pepsi-speak, "Yeh Hi Hai Right Choice, Baby (Hic)"!

But in non-Pepsi speak, the is interesting stuff as it is said to be Pepsi's first foray globally into the brewing supply industry. Barley's glory is its hardy nature and preference for marginal growing conditions. With the hike in the price of malt, there will be areas like parts of India which may move to start or increase production of top-quality malting barley to take advantage of the current windfall. For the rest of us this may mean a retraction on price in the nearish term as this new supply comes on line but also greater price stability as more sources of supply diversify buffers buyers from a drought here or a locust plaque there.

Hooray for the Indian farmers who partner with Pepsi so that we may have modestly priced craft beer.