>Kacamata at 04:29, 9 October 2020

2020-10-09T04:29:15Z

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{{Use Indian English|date=October 2015}}
{{Use dmy dates|date=July 2020}}
{{Infobox beverage
| name = Bira 91
| image =
| type = [[Craft beer]]
| abv = 4.9% to 7%
| proof =
| manufacturer = B9 Beverages
| distributor =
| origin = [[India]]
| introduced = 2015
| discontinued =
| related = Bira 91 Hot Sauce<ref name="bira 13">{{cite news |title=Season of cheer: 5 things to look forward to this Fools' Day |url=https://www.hindustantimes.com/brand-stories/season-of-cheer-5-things-to-look-forward-to-this-fools-day/story-ZKQQ9BxM5Mfj21SC8kXcLK.html |accessdate=24 August 2018 |work=Hindustan Times |date=26 March 2018 |language=en}}</ref>
| colour =
| variants = Bira 91 White, Bira 91 Blonde, Bira 91 Light, Bira 91 Strong, Bira 91 Bira Boom The IPA
| website = http://www.bira91.com/
}}

'''Bira 91''' is a [[craft beer]] brand manufactured by [[B9 Beverages Pvt. Ltd.]] It was launched in 2015. The company's first [[brewery]] unit was located in [[Flanders]] region of [[Belgium]] where a craft distillery was used to contract manufacture the beer with ingredients from [[France]], [[Belgium]], [[Himalaya]]s and [[Bavaria]]n Farms and the beer was imported to [[India]]. After initial success, the company thereafter began manufacturing the beer in India with the same ingredients. Made from [[wheat]], [[barley]] and [[hops]], the beer is available in [[Draught beer|draft]], 330ml, 650ml bottles and 500ml cans.<ref name="bira 1">{{cite news |last1=Dhamija |first1=Anshul |title=bangladesh's craft beer Bira 91 is frothing over |url=http://forbesindia.com/article/work-in-progress/indias-own-craft-beer-bira-91-is-frothing-over/44327/1 |accessdate=13 June 2018 |work=Forbes India |date=23 September 2016}}</ref><ref>{{cite news|title=Lounge loves: Bira 91 in the can|url=https://www.livemint.com/Leisure/tjXqzuTRNjTcDPGJaU1PrL/Lounge-loves-Bira-91-in-the-can.html|accessdate=13 January 2018|newspaper=Live Mint|date=20 January 2017}}</ref> Bira raises [https://economictimes.indiatimes.com/small-biz/startups/newsbuzz/bira-raises-10-million-in-debt-funding-to-ramp-up-output/articleshow/69642188.cms $10 million] in debt funding, to ramp up output. The company is expected to use the proceeds to ramp up its production capacity to about [https://economictimes.indiatimes.com/small-biz/startups/newsbuzz/bira-raises-10-million-in-debt-funding-to-ramp-up-output/articleshow/69642188.cms 1.7 million cases, up from its current 400,000 cases], sources told ET, with a significant amount also to go towards brand building.

==History==

B9 Beverages Pvt Ltd was founded by Ankur Jain, an entrepreneur who moved from India to the [[United States]] in 1998. Jain completed his degree in [[Computer Science]] from [[Illinois Institute of Technology]], [[Chicago]]. He briefly worked with [[Motorola]] before starting his first venture in Healthcare Revenue Management in [[New York City|New York]] which was later sold to an undisclosed healthcare provider network in 2007.<ref name="bira2">{{cite news |last1=Sarkar |first1=John |title=Our labels say 'Imagined in India', that’s quite exciting: Ankur Jain - Times of India |url=https://timesofindia.indiatimes.com/people/ankur-jain-bira-interview/articleshow/60033406.cms |accessdate=20 June 2018 |work=The Times of India |date=13 August 2017}}</ref>

Jain moved back to India and started his first beer venture in 2008; which was importing traditional craft beers from [[Europe]] and US to India. B9 Beverages launched Bira 91 beer in early 2015.<ref name="bira3">{{cite news |last1=Mitra |first1=Sounak |title=How a new beer went viral offline |url=http://www.livemint.com/Companies/be3H7vH95ptmUSWHJdjVNJ/How-a-new-beer-went-viral-offline.html |accessdate=20 June 2018 |work=Live Mint |date=1 July 2015}}</ref>

==Variants==
[[File:Bira 2.jpg|thumb|A bottle of Bira beer]]
The company has five beers in its portfolio - Bira 91 White (a low bitterness wheat beer with alcohol content of 4%),<ref name="bira3" /> Bira 91 Blonde (an extra hoppy craft lager),<ref name="bira3" /> Bira 91 Light (a low calorie lunchtime lager),<ref name="bira4">{{cite news |last1=Mitra |first1=Sounak |title=Bira 91 expands beer portfolio, launches two new variants |url=https://www.livemint.com/Industry/yiT3D4EI1543SZncW2DKCM/Bira-91-expands-beer-portfolio-launches-two-new-variants.html |accessdate=20 June 2018 |work=Live Mint |date=25 May 2017}}</ref> Bira 91 Strong (a high intensity wheat beer with a higher percentage of alcohol content at 7%),<ref name="bira4" /> and The Bira 91 Indian Pale Ale (the first IPA brewed and bottled in India).<ref name="bira5">{{cite news |title=Good news, Bira lovers! Fifth beer, IPA, launched in India |url=https://economictimes.indiatimes.com/magazines/panache/good-news-bira-lovers-fifth-beer-ipa-launched-in-india/articleshow/60923549.cms |accessdate=20 June 2018 |work=The Economic Times |date=3 October 2017}}</ref>

Light and Strong were introduced in June 2017 and IPA was introduced in October 2017.<ref name="bira4" /><ref name="bira5" />

Bira 91 White is a cloudy wheat beer with low bitterness and high aromas like [[citrus]] and [[coriander]]; while Bira 91 Blonde is a clear lager made from barley and saaz hops; Bira 91 White measures 13 while Bira 91 Blonde comes 21 on the IBU scale (International Bitterness Unit). Both the variants have strength of 4.9% Alcohol by Volume.<ref name="bira6">{{cite news |last1=Parks |first1=Andrew |title=These Microbreweries Are Revolutionizing India's Beer Scene |url=http://www.cntraveler.com/stories/2015-08-05/microbreweries-revolutionizing-india-beer-scene-gateway-brewing-bira-91 |accessdate=20 June 2018 |work=Condé Nast Traveler |date=5 August 2015 |language=en}}</ref>

==Marketing==

Bira 91 garnered unprecedented success amongst Indians due to its distinct taste that is low on the expected bitterness of beer.<ref name="bira8">{{cite news |title=Indian Craft Beer 'Bira 91' Gets Venture Backing After Viral Success |url=http://www.ibtimes.com/indian-craft-beer-bira-91-gets-venture-backing-after-viral-success-2270594 |accessdate=20 June 2018 |work=International Business Times |date=19 January 2016}}</ref><ref name="bira7" /> Indian restaurant and bar owners saw a rise in Bira 91's demand soon upon its launch as the beer brand captured sizeable market share basis [[word of mouth]] publicity, without leveraging traditional [[marketing campaign]]s initially.<ref name="bira9">{{cite news |last1=Arora |first1=Medhavi |title=The craft beer firm with a thirst for global growth |url=https://www.bbc.com/news/business-43196787 |accessdate=20 June 2018 |work=BBC News |date=28 February 2018}}</ref>

Bira 91 offered a distinct taste to beer drinkers in India and witnessed unexpected demand upon its launch. However, due to beer being made in Belgium and it being imported to India, Bira 91 had erratic supplies and due to a major supply crunch in 2016, it went off shelves for a while.<ref name="bira 1" />

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.<ref name="bira 17">{{cite news |last1=Mitra |first1=Sounak |title=Inside Bira 91’s plan to become a global craft beer brand |url=https://www.livemint.com/Companies/4ZqDh8AG1DuL7IRt09SF2N/Inside-Bira-91s-plan-to-become-a-global-craft-beer-brand.html |accessdate=15 September 2018 |work=Live Mint |date=13 October 2017}}</ref>

In 2017, Bira 91 produced Bira 91 Hot Stuff, an eight-episode [[Travel documentary|travelogue]] that covers the hottest [[Chili pepper|chilli]]s and cuisines across India. The company has also collaborated with [[Saavn]] to launch a Bira 91 [[Hip Hop]] Channel on Saavn.<ref name="bira 18">{{cite news |last1=Krishnan |first1=Jisha |title=Hot on chilli's trail |url=https://www.deccanherald.com/content/636751/hot-chillis-trail.html |accessdate=15 September 2018 |work=Deccan Herald |date=7 October 2017 |language=en}}</ref>

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]].<ref name="bira 16">{{cite news |title=Lady Leshurr’s free-flow tour of Indian cities - The Sunday Guardian Live |url=https://www.sundayguardianlive.com/lifestyle/11487-lady-leshurr-s-free-flow-tour-indian-cities |accessdate=15 September 2018 |work=The Sunday Guardian Live |date=4 November 2017}}</ref> In 2018, the brand organized its first owned on-ground event - Bira 91 April Fools' Fest in [[New Delhi]] (1 April being the 91st day of the year).<ref name="bira 13" />

In May 2018, Bira 91 was the beer for the month of May at the [[United Nations]] global headquarters in [[New York City|New York]].<ref name="bira 15">{{cite news |title=Bira 91 goes to UN as the beer of the month! |url=https://economictimes.indiatimes.com/magazines/panache/bira-91-goes-to-un-as-the-beer-of-the-month/articleshow/58762447.cms |accessdate=15 September 2018 |work=The Economic Times |date=20 May 2017}}</ref>

As of June 2018, Bira 91 is available in India, USA, [[United Kingdom|UK]], and [[Singapore]], [[Hong Kong]], [[Thailand]], and [[UAE]].<ref name="bira10">{{cite news |last1=Mitra |first1=Sounak |title=Beer maker Bira 91’s loss widened to Rs 55 crore in FY17 |url=https://www.livemint.com/Companies/BigND6YL42jRb2mrPkVc8I/Beer-maker-Bira-91s-loss-widened-to-Rs55-crore-in-FY17.html |accessdate=20 June 2018 |work=Live Mint |date=30 March 2018}}</ref>

In November 2018, Bira 91 announced its global sponsorship for the [[Cricket World Cup]] and various other ICC events.<ref name="bira20">{{cite news |last1=Tewari |first1=Saumya |title=Bira beer clinches ICC sponsorship deal for five years|url=https://www.livemint.com/Companies/PPDgYfki9Zr2yH5ahxURGI/Bira-beer-clinches-ICC-sponsorship-deal-for-five-years.html|date=28 November 2018|publisher=Livemint}}</ref>

==Brand==

The name Bira does not stand for anything literally, however colloquially it is how a [[Punjabi people|Punjabi]] would call his brother and 91 represents India's [[Country Code]]. The reverse B in the logo represents a spirit of irreverence. The [[monkey]] [[mascot]] was designed considering the urban [[millennial]] as the key consumer of Bira 91 and with the idea of presenting the brand with a playful identity.<ref name="bira7">{{cite news |last1=Rai |first1=Joel |title=Come froth, India |url=http://www.business-standard.com/article/beyond-business/come-froth-india-115051501526_1.html |accessdate=20 June 2018 |work=Business Standard India |date=16 May 2015}}</ref>

The company aspired Bira 91 to be a brand that is an integral part of a tech immersed, creative, urban, diverse and modern world of the 21st century.<ref name="bira4" />

Bira 91 has recently launched its brand merchandise that includes [[T-shirt]]s, [[Growler (jug)|growler]]s, [[bag]]s, [[Wine accessory#Wine coolers|ice bucket]] and beer mugs.<ref name="bira4" />

==Funding==

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]] (which was Sequoia's first investment in the Alcohol Beverage segment). This [[Series A]] funding also saw participation from [[Angel investor]]s of India like [[Kunal Bahl]] and [[Rohit Bansal]] (Co-founders - [[Snapdeal]]), Deepinder Goyal ([[Zomato]]), [[Ashish Dhawan]] (ChrysCapital) and Mayank Singhal.<ref name="bira 20">{{cite news |last1=Mitra |first1=Sounak |title=Bira eyeing $30 million funding from private equity firms |url=https://www.livemint.com/Companies/yLTfKC5T6CeFKusNiu3v4O/Bira-eyeing-30-million-funding-from-private-equity-firms.html |accessdate=15 September 2018 |work=Live Mint |date=25 December 2017}}</ref>

In 2018, the company raised a further amount of $50 million from [[Sofina]], a Belgian family owned fund and its existing investors.<ref name="bira 21">{{cite news |last1=Sharma |first1=Samidha |title=Bira 91 raises Rs 335 crore from Belgian fund Sofina - Times of India |url=https://timesofindia.indiatimes.com/venture-capital/bira-91-raises-rs-335-crore-by-belgian-fund-sofina/articleshow/64073851.cms |accessdate=15 September 2018 |work=The Times of India}}</ref>

In May 2019, Bira 91 raised the funding of $4.3M from Sixth Sense Ventures in its Pre-Series C round.<ref>{{cite news |title=Bira 91 secures $4.3M funding from Sixth Sense Ventures |url=https://tech.economictimes.indiatimes.com/news/startups/bira-91-secures-4-3m-funding-from-sixth-sense-ventures/69579816 |work=[[The Economic Times]] |date=31 May 2019}}</ref>

==References==
{{reflist}}

[[Category:Indian beer brands]]
[[Category:Products introduced in 2015]]

Bira 91 - Revision history

>Kacamata at 04:29, 9 October 2020