Introduction to Bira 91
Bira 91, started in the summer of 2015 by B9 Beverages, quickly became one of India’s top craft beer companies. Based in New Delhi, the company has become very popular among urban millennials for its flavorful beer varieties, bold branding and extensive draft beer network. “They have distinguished themselves from traditional beer brands, combining 21st century brewing technology with a light-hearted brand identity, led by their monkey mascot, providing an edge.”
Bira 91 appeals to the contemporary urban drinker who is in touch with a younger sensibility; someone who values taste, fun, and a carefree approach to beer consumption. Its meteoric rise in India’s competitive beer market has been powered by a commitment to innovation, exceptional brewing practices, and a focused expansion plan.
How Bira 91 Is Charting Its Global Path?
U.S. Market Entry (2017)
Bira 91 launched internationally in 2017, and it grew significantly in the United States. The company wisely opened in New York City, perhaps the most influential craft-beer market in the world. This move signaled Bira 91’s global ambition, bringing its quirky brews to American consumers.
Asia-Pacific Expansion (2018)
Continue to build on its success, Bira 91 expanded to the Asia-Pacific region entering the Singaporean market in 2018. The brand capitalised on Singapore’s growing craft beer culture and premium beverage sector, cementing its place in the international beer market.
Positive Moves – ICC Sponsorship Deal (2019)
Bira 91 signed a five-year sponsorship deal in 2019 with the International Cricket Council (ICC), establishing itself as the first Indian beverage brand to clinch a global sponsorship deal with the governing body of cricket. This landmark partnership opened the doors of global visibility for Bira 91 like never before—right at the heart of the action during the ICC World Cup 2019 in England. The partnership strengthened the positioning of Bira 91 as a premium international beer brand and connected with cricket fans around the globe.
Brewing Capacity & Market Standing of Bira 91
Bira 91 is also building a new production facility with a planned capacity to brew 1 million hectoliters of beer (1 hectoliter = 100 liters) which will be activated as part of its expansion. Now, with its total production capacity growing 3 million hectoliters, it aims to solidify its competitive advantage over international brands and fulfil the increasing demand for craft beer in and outside of India.
Bira 91: How over 30 percent of global beer is drunk in India where 20 percent is drunk without a Mixer.
- Brewing Processes — Made from premium materials, using 21st-century brewing techniques.
- Distinctive Brand Personality – A friendly, fun image with the trademark monkey mascot.
- Millennial Appeal – Aimed at urbanite and experimental beer drinkers.
- Global Expansion with Strategic Footprints in India, the U.S., Singapore and expanding international markets.
- Global visibility through the ICC partnership.
Conclusion
Bira 91 has evolved from a niche craft beer startup into an internationally recognized brand, having cemented its footprint in domestic and global markets.
