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Established in 2015 by B9 Beverages and headquartered in New Delhi, Bira 91 has quickly become the rage amongst urban millennials owing to its delicious beers, bold identity and a strong draft network. The company now operates two breweries in India, and has offices in nine cities including New York City.
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In 2017, Bira 91 leaped across to New York City to begin its campaign in the United States. And in 2018, the brand started on its wider expansion in the Asia Pacific market by entering Singapore.
A refreshingly modern beer brand, imagined in India, B9 aspires to bring flavorful beers to the new world.
As one of the fastest growing beers in the world, Bira 91 has built a strong portfolio of essential beers and aims to drive the global shift in beer towards more colour and flavor.
In less than three years, Bira 91 is now in the top 25 craft beer brands worldwide by sales volume and the fastest growing beer brand in the world (growing 5x in 2017).
Crafted with the creative urban drinker in mind — someone who likes to have fun and doesn’t take life (or beer) too seriously, the brand aims to disrupt the global beer world with 21st century technology and its playful monkey mascot.
B9 soon emerged as a popular brand competing with established players such as ABInBev’s Haywards, United Breweries-owned Kingfisher, and Carlsberg’s Tuborg.
B9 Beverages has innovations to its credit. In 2017, it launched Bira 91 Light, the country’s first low-calorie beer. The same year, it also added Bira 91 Strong, India’s first wheat-based strong beer, to its portfolio.
Diversifying beyond these premium offerings, the New Delhi-based company entered into the mass beer market with Boom in February this year. Boom is doing fantastically well. It already accounts for 25% of revenue. Boom extended the company’s reach rapidly.
Bira 91, is now operating in a wide price range. Most affordable product is Boom, which is priced between Rs 130 and Rs 150 ($1.88 and $2.17) for a 650 ml bottle, depending on the region. Older products like Bira White, Bira 91 Strong and Bira 91 Blunt are priced between Rs 90 and Rs 120 for a 330 ml bottle.
B9 is backed by Sequoia Capital and Belgium’s Sofina Capital. The company wants to become the brand of choice for every generation of Indian consumer. It’s important for the company to operate in every price segment. It already has a strong portfolio of beers targeting consumers in large cities.
According to a Research and Markets report, the Indian alcohol market is growing at a compound annual growth rate of 8.8% and is expected to reach 16.8 billion litres of consumption by the year 2022.
Ankur Jain, CEO, Founder Bira 91
Inspired by the American entrepreneurship in craft beer and the love of traditional beer in Belgium, he decided that it was time for a craft beer brand “Imagined in India” for the urban, millennial consumer. Thus, the company was born.
Recent news updates
Bira 91 launches in Singapore and Nepal