Bira91

Bira 91, operated by B9 Beverages Pvt. Ltd., launched in 2015 as a craft beer brand targeting a gap in the Indian market between mass-produced lagers and expensive imports. The company was founded by Ankur Jain and Tanmoy Mukherjee. Jain, with a background in computer science and having run a healthcare startup in New York, was inspired by the American craft beer scene. After returning to India in 2007, he initially imported beers to understand the market, realizing that urban millennials desired more flavorful options.

The business model is centered on providing premium yet affordable craft beers. Revenue is generated through direct sales in retail outlets, bars, and restaurants, as well as through exports to international markets like the US, UK, and Singapore. The company also drives revenue and brand visibility through the sale of merchandise and by hosting events. To expand its retail presence, Bira 91 acquired The Beer Café in 2022, adding a chain of pubs to its portfolio. The primary target audience consists of young, urban consumers, including millennials and Gen Z, who are open to new experiences.

Bira 91's product portfolio is diverse, featuring beers with unique flavors and lower bitterness to appeal to a wide range of palates. Core products include Bira 91 White (a low-bitterness wheat beer), Blonde (a hoppy craft lager), Light (a low-calorie option), and Strong. The company has also expanded into the mass-market strong beer segment with its 'Boom' brand to penetrate Tier II and III cities and has launched other alcoholic beverages like Hill Station Ciders and Grizly Hard Seltzers. Initially brewed in Belgium, production was moved to India to meet surging demand, with the company now operating multiple manufacturing units. The brand name itself is strategic, with "Bira" being a familiar term and "91" representing India's international country code, signaling local pride with global ambitions.

Financially, the company has attracted significant investment, raising over $450 million across multiple funding rounds from notable investors such as Sequoia Capital, Sofina, and Japan's Kirin Holdings. For the fiscal year 2022-23, B9 Beverages reported a consolidated total revenue of ₹848.7 crore. Bira 91 has established a presence in over 1000 towns and cities and exports to numerous countries, with a long-term goal of becoming a carbon-neutral beer company.

Keywords: craft beer, Indian brewery, Ankur Jain, B9 Beverages, premium beer, wheat beer, alcobev, beverage manufacturing, direct-to-consumer, The Beer Cafe, venture capital, Sequoia Capital, Kirin Holdings, beer market India, urban consumers, millennial marketing, beverage exports, flavored beer, low-calorie beer, hard seltzer, beverage innovation, alcohol industry, retail expansion, Delhi startup