The brand claims to be ‘one of the fastest growing beer brands in the world’
It was launched in 2015 in its home market, where it has gained grounde in big cities such as Mumbai, Delhi and Bangalore by targeting millennials looking for a flavourful beer with a more accessible price than many craft brands.
Created by B9 Beverages it was initially brewed in Belgium until brewing was moved to India in 2016. Since then the brand has been rolled out to nine other countries with a target of 16 by the end of this year.
Three beers under the Bira 91 brand will be available in the UK from this month (February), comprising:
- BLONDE LAGER – a 4.5% abv lager brewed with two-row malted barley and finished with noble hops. Described as ‘vibrant, crisp, and clean’.
- WHITE ALE – a cloudy wheat beer that comes in at 4.7% abv, this brew is a modern take on Belgian-style wheat beers and pairs well with salads, cheese and fish.
- INDIAN PALE ALE – a ‘tropical, balanced and bright’ brew according to the company, that is brewed with caramel malts and finished with Pomelo fruit and New World hops. It clocks in at 4.5% abv.
All are available in 330ml bottles with cans and a draught version on keg in the pipeline. Currently the beers are still brewed in India but there are plans to transfer brewing of the UK beers to here.
‘The UK is a major focus for us this year,’ said Thomas Hartman, VP brewing and innovation at the company. ‘We’re not just aiming at Indian communities but at everyone who wants a flavourful beer but without some of the more extreme hipster connotations.’
The company will be building on its Indian heritage and its global sponsorship of the International Cricket Council (which includes the ICC Cricket World Cup in the UK) to build awareness of the beer. It is also planning a big consumer push around April Fools' Day this year – which falls on the 91st day of the year – with the creation of an April Fools Music Festival.
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