• Flagship Indian craft beer brand manufactured by B9 Beverages Pvt. Ltd.

• Launched in 2015, by Ankur Jain.

• 91 represents India’s Country Code .

• It is made from Wheat, Barley and Hops.

• Four beers in its portfolio – White, Blonde, Light, Strong.

• It is available in draft, bottles and cans. Price starts at Rs 150.

• It also has its own brand merchandise that includes t-shirts, bags, beer mugs, poker set etc.

• As of June 2019, it is available in India, USA, UK, and Singapore, Thailand, Hong Kong.
• Ankur Jain raised $1.5 million from a group of friends when he had initially started B9 Beverages Pvt. Ltd. In January 2016,

• B9 Beverages Pvt. Ltd. received its first round of funding with $6 million (INR. 40 Crore) from Sequoia Capital

• In 2018, the company raised a further amount of $50 million from Sofina, a Belgian family owned fund and its existing investors.

• In May 2019, Bira 91 raised the funding of $4.3M from Sixth Sense Ventures in its Pre-Series C round
•The products were initially brewed in Belgium and imported to India. Consumers loved it, but the pricing was a hurdle to
trials. When Sequoia India came on board, the plan was to shift production to India. While Ankur scouted for facilities, he
began pricing the product as though it was being made in India to test future demand. While this meant the company lost
money on every bottle sold, it allowed a much larger set of consumers to taste the product. There was an incredibly positive
response, which showed us that potential market at the lower price point was huge.

•Bira will be sending 4 influencers on a 2 day trip sponsored by them and certain events would be lined up. • A personal
invite would be sent to the influencers with deliverables consisting of Bira Crate and Merchandises. he influencers would talk
about how craft beers are made • Give them insights about different flavors of Bira and promote its merchandise • Craft a
range of posts on Instagram that they have experienced throughout and tag Bira • Showcase their moments from the trip in
a vlog or a short video and promote it on their

•Few influencers engaged with Bira are Larrisa D’sa, Nikhil Parmila, Komal Pandey and Beer Biceps.
• Bira 91 garnered unprecedented success amongst Indians due to its distinct taste that is low on the expected bitterness of beer.

• Bira 91 made its International debut in New York City at the Tribeca Film Festival 2016 where it was the chief sponsor of beer. It
claims to be the first craft beer from India to be sold in New York.
• The company has also collaborated with Saavn to launch a Bira 91 Hip Hop Channel on Saavn.

• Apart from the Tribeca Film Festival in 2016, Bira 91 sponsored the Global Citizen Festival in 2017. In India there was also Bira 91
FreeFlow, a 3 city tour with hip hop artist Lady Leshurr. In 2018, the brand organized its first owned on-ground event - Bira 91
April Fools’ Fest in New Delhi (April 1 being the 91st day of the year.

• In May 2018, Bira 91 was the beer for the month of May at the United Nations global headquarters in New York.

• As of June 2018, Bira 91 is available in India, USA, UK, and Singapore, Hong Kong, Thailand, and UAE.

• In November 2018, Bira 91 announced its global sponsorship for the Cricket World Cup and various other ICC events.
Bira 91 Strong is a "High Intensity Wheat beer" this is the first strong
beer based on wheat. This beer is top fermented ale giving the beer a
unique and rich taste that is low on bitterness, high on honey and
caramel notes.

At about 7% alcohol by volume, the beer is designed to usher a

revolution of taste to the mass market and aims to disrupt the
mainstream beer market.
250

200 2015
2016
150

100

50

0
Bira 91
 • Kingfisher it is one of the oldest beer brand launched in 1978 • It uses surrogate advertising effectively and also does a
lot of collaborated and sponsored events • It is the umpire partner for Indian Premier League • Recently they have also
launched a non alcoholic beverage Kingfisher Radler and are hosting the Sunburn Festival 2018

• Simba It is a start up craft beer launched in 2016

• Carlsberg is a global brewer. Founded in 1847 by J. C. Jacobsen, the company's headquarters is located in Copenhagen,
Denmark. Since Jacobsen's death in 1887, the majority owner of the company has been the Carlsberg Foundation. The
company's flagship brand is Carlsberg (named after Jacobsen's son Carl).
Strengths
Bira has highly successful track record of both launching new products in the domestic market but also catering to the
various market based on the insights from local communities. Bira beer has tested various concept in different Markets and
come up with successful sales and marketing solutions.

Weakness
Based on the details provided in the Bira 91 setting new prices in an established segment case study we can conclude Bira
that is not efficiently managing the investors and cash cycle. Project management is too focused on internal delivery rather
than considering all the interest of external stakeholders. This efforts can lead to poor public relation and customer backlash.

Opportunities
Globalisation has lead to opportunity in the international market. Bira beer is in Prime position to top on those opportunities
and grow the market share. Bira can explore adjacent in industries to further the market growth especially by extending the
features of present products and services.

Threats
Since the Trump election geo- political factors have taken a turn for growth protectionism. Developments such as Brexit,
Russian sanctions, foreign exchange crisis are impacting International businesses environment. Bira should closely focus on
there events and make strategies to face them.
https://en.wikipedia.org/wiki/Bira_91

https://economictimes.indiatimes.com/topic/Bira-91