Visitors at the Tribeca Film Festival this year were wowed by a blonde.
Now that we have your attention, we’re referring to a white ale and a blonde lager served up by Bira 91, an Indian craft beer brand launched in 2015. While ‘Bira’ has an earthy, rustic ring to it, ‘91’ is a clever reference to India’s international dialing code. In name, branding and positioning, the brew is unabashedly Indian and proud of it.
Spearheaded by Ankur Jain of B9 Beverages, the tipple in the short time that it’s been on the market, surpassed all expectations by selling close to 50,000 cases a month this summer. Demand far overshot supply, and the shortage aggravated when things fell through with a brewery in Haryana. As a result, Jain had to fall back on the import route for longer than expected. However, not only has he zeroed in on two brewing facilities in Indore and Mysore, his funding worries too have been put to rest with backing from Sequoia Capital as well as from the founders of Snapdeal and Zomato. A $10 million infusion ought to put the froth back into business.
Targeted at young, well-informed guzzlers who know their draught from lager, Bira 91 offers beer afficionados a taste of stylised beers that are rapidly gaining popularity. Craft beer sales are projected to rise at a rate of 10% every year, for the next 3-4 years. Though its slice in the overall beer market is minuscule, beverage experts feel it’s the right time for craft beer to make a foray; the claim is backed by the fact, that in less than a decade the number of microbreweries in the country has grown from two to 45.
Bira 91 is sold at retail stores, restaurants and your favourite watering holes. The distribution network, Jain says will soon cover many more cities. And at Rs.100 for a 300ml bottle, it’s a steal.
Follow Bira 91 on Facebook, on Twitter and Instagram.
Featured image source: Live Mint
Words by Pavi Sagar
