Spreading The Magic Of Local, The Story Of Bira 91!
The parties with friends in restaurants seem like a dream now. After all, you can’t imagine an outing amidst a pandemic. While the spread of coronavirus has made us chefs at home, we still miss many of our favourite drinks. Although there are many varieties, nothing can relate to the craze for beer among peer conversations. Be it serious discussions, or the most thrilling parties, one needs a bottle of beer in hand.
With the emerging food-tech startups in India, a beer startup is a brave choice. The same goes for today’s story of Higgle highlights. The Indian market saw brands like Corona, Budweiser, etc. that fit in the picture of Indian beer flavours and then came locally brewed Bira 91 which shot to prominence with its craft beer. Bira 91- a crazy business idea that has garnered much fame in a short time. Read on to know the story of this unique brand!
The Initial Days Of Bira 91
Ankur Jain, a graduate from Chicago, started Cerana Beverages in 2009 for his love for beers. The idea was to import beers from around the world to India, which helped Ankur to know the taste of Indian customers. Later, he discovered that the well-known overseas beer brands were unable to connect with the Indian customers. Jain recognized this opportunity and launched his bottled craft beer brand, Bira 91 in 2015.
How Is Bira 91 Different?
Bira 91 was an effort for the customers to enjoy the never-before tasted flavours of locally brewed beers. Bira 91 turned out different and original because of its mild beers. The team figured out the urban consumer preferences for lighter beers and started with two soft flavours for its target market. The brand’s different approach was in the idea of mild, flavorful beers for the new world.
Bira 91 has emerged as a modern and contemporary fashion, especially among the young generation. The company’s distribution system and the strength of its new flavours have made it an expanded ethnic brand. The brand’s packaging and design was attributed to the success of the new beer product.
Bira’s Strategies: An Important Factor Of Success
Craft beer is a new space in India, but Bira 91 played well with its distribution system, market research, and gained much popularity in a short span. Starting a beer brand isn’t an easy task. The fact that alcohol can’t have direct ads and has regulations in India scares many but the superiority in distribution and quality has developed Bira 91 into a successful brand.
The team avoided any marketing campaigns and distributed their beers through bars, pubs, and restaurants. The impact has been excellent as the brand gained a 30% share in the premium sector without any expenses on traditional marketing.
Today, as Bira 91 raises the bar of business, it is changing into a unique beer brand with a promising future.
Want your startup idea as a business with no investment? Visit us at Higgle and know how to earn money with zero investment!
Follow us on Instagram for the latest updates!
