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Bira91: India's Craft Beer Revolution

Bira91 is India's flagship craft beer brand produced by B9 Beverages. It has a portfolio of beers including White, Blonde, Light, and Strong IPA. Its mascot is a winking monkey representing fun and its logo features an inverted B to be unconventional. While strong beer dominates the Indian market, there is growth in the premium and mild segments as consumers seek variety and new flavors with increasing incomes. Bira91 uses unconventional marketing techniques like surrogate advertising using hot sauce and music festivals to engage customers.

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157 views8 pages

Bira91: India's Craft Beer Revolution

Bira91 is India's flagship craft beer brand produced by B9 Beverages. It has a portfolio of beers including White, Blonde, Light, and Strong IPA. Its mascot is a winking monkey representing fun and its logo features an inverted B to be unconventional. While strong beer dominates the Indian market, there is growth in the premium and mild segments as consumers seek variety and new flavors with increasing incomes. Bira91 uses unconventional marketing techniques like surrogate advertising using hot sauce and music festivals to engage customers.

Uploaded by

ashbalki
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

-Akash Yadav

-188020
• Flagship Indian craft beer brand
manufactured by B9 Beverages Pvt.
Ltd
• “Developed in India for the World” :
91 represents India’s Country code
• Product Portfolio: White, Blonde,
Bira91 Light, Strong IPA and Boom
• It also has its own brand merchandise
that includes t-shirts, bags, beer mugs,
poker set
• It is available in India, USA, UK,
Singapore, Thailand and Hong Kong
Mascot and Logo

• The winking monkey to unleash the fun, friendly and


slightly odd creature that is inside of us
• The Inverted B represents the unconventional style which
differentiates the brand from their competitors and 91
stands for country code of India
• Indian beer market is dominated by strong beer
in terms of volume
• The demand for premium beer is anticipated to
boost in the future with increasing disposable
income and increasing per capita consumption
• Mild beer segment is going to experience a
Indian Beer higher growth rate driven by
Industry • health conscious consumers
• moderate drinkers who opt for low alcohol
consumption
• Consumers want to try new flavors and taste
has become a significant factor while selecting a
beer brand
Product Portfolio

• Bira Light: A low calorie beer that can be


paired with a light meal any time of the day
• Bira White: Signature beer with a unique
taste due to its ingredients
• Bira Boom: A new beer targeted at mass
market for price sensitive customers
• Launch Limited edition beers in specific
markets, if the response is good expands it
to markets with similar preferences
Bira uses hot sauce for its surrogate
advertising

Surrogate A dedicated series of episodes ”Bira91


Hot Stuff” on their YouTube channel
Advertising showcasing the spiciest chilies in India

The company doesn’t spend anything


on TV ads unlike their competitors
Bira91 Free Flow Festival
• It’s a hip hop platform with live music gigs, a
web series and partnership with Indian hip hop
artists
• The Bira 91 Free Flow Festival, spread across 5
cities and over 250 bars and restaurants

Marketing Bira X Saavn


• Collaboration with Saavn to curate playlist and
Campaigns launched a Bira 91 Hip Hop channel
• Partnered with artists and labels to create
original tracks and launched on the channel
Similar campaigns include
• Bira91 April Fool Festival’18 organized in Delhi
• Bira91 International Curry week’18 organized
in New York, Singapore and Delhi
Thank You!!

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