Sold by B9 Beverages Pvt. Ltd., Bira 91 is a craft beer that came to market in 2015. With wheat, barley, and hops as its base, Bira 91 is crafted and sold with various modifications under Bira 91 White, Blonde, Light, Strong, and others – a strong product portfolio.
Within two years, Bira became India’s favourite beer post its launch in February 2015 and recorded a sale of 150,000 units in its launch year. By 2016, Bira was a tremendous hit with the urban youth crowd and sold almost 700,000 units.
Despite the high pricing compared to its competitors, Bira seemed to be doing well in the market due to its unique packaging and the focus being taste and quality. Bira has been bringing in new products like Bira 91 Light, which claims to have fewer calories than a glass of milk, a great product to target the health-conscious population.
In 2017, Bira 91’s sales reached ₹150 crores along with a ₹160 crores investment from TPG Growth. In just two years, B9 Beverages managed to raise $22 million from venture capitalists and angel investors, which is a significant turnout for a startup with unlisted shares in the market.
Post five years of its launch, B9 Beverages announced the opening of two new breweries in Andhra Pradesh and Karnataka, to multiply increase its production capacity.
Apart from its beverage range, Bira has also started its line of customised t-shirts, mugs and other accessories for the beer enthusiasts. A marketing strategy which has not been adopted by any other beer brand in the country. As of April 2020, B9 Beverages runs four breweries in India to fulfil the orders from over 400 cities across ten nations, a huge demographic for an young company.