Pune's Ipa Beer: Where To Buy?

Bira 91 is a premium beer maker that launched its fifth beer, The Indian Pale Ale (IPA), in India in 2015. The beer is available in Delhi-NCR, Mumbai, Bengaluru and Pune. Bira 91 is promoted across 250 restaurants and bars in these cities. The company's sales rocketed from 150,000 to 700,000 cases within two years; demand was so high, they were almost always out of stock.

Bira 91 is available in 250 restaurants and bars in Pune

Bira 91 is a cloudy wheat beer with low bitterness and high aromas of citrus and coriander. Its distinct taste, which is low on the expected bitterness of beer, has garnered unprecedented success among Indians. Indian restaurant and bar owners saw a rise in Bira 91's demand soon after its launch, as the beer brand captured a sizeable market share through word-of-mouth publicity.

Bira 91's fifth beer, the Indian Pale Ale (IPA), was launched in Delhi-NCR, Mumbai, Bengaluru and Pune through promotion across 250 restaurants and bars. The IPA was the only beer style made for India, by British brewers in the 1800s, and pretty much died down from the world after lagers took over.

Bira 91 has also been available at the Tribeca Film Festival, the Global Citizen Festival, and the United Nations global headquarters in New York. As of June 2018, Bira 91 is available in India, the USA, the UK, Singapore, Hong Kong, Thailand, and the UAE.

Bira91 was launched in 2015 and quickly became a viral sensation

The company's founder and CEO, Ankur Jain, said: "This is a sort of a homecoming for the IPA. The IPA was perhaps the only beer style made for India, by British brewers in the 1800s and pretty much died down from the world after lagers took over."

Bira91 is a premium beer maker that launched its fifth beer, The Indian Pale Ale (IPA), in 2015. The beer is brewed in India and is now available in four cities across the country.

Bira91 sales rocketed from 150,000 to 700,000 cases within two years

Bira91, a popular beer brand in India, saw its sales skyrocket from 150,000 to 700,000 cases within just two years of its launch in 2015. This rapid growth turned the brand into a viral sensation, with demand outstripping supply and the company often facing stockouts.

Bira91's success can be attributed to its ability to tap into the dynamic nature of Indian society and the evolving craft beer scene in the country. The brand targeted the young, urban Indian consumer with a product that was not only appealing but also affordably priced at Rs. 90 for a 330 ml bottle. By focusing on distribution and quirky, contemporary packaging, Bira91 created a strong brand identity that resonated with its target audience.

During the summer of 2016, Bira91's sales reached 50,000 cases per month, a fivefold increase from the previous summer. The company aimed to close the fiscal year with 30 lakh cases and had ambitious expansion plans, seeking heavy funding from investors. Bira91's revenue continued to grow, reaching INR 824.3 Cr in the financial year ending March 31, 2023, with total revenue rising to INR 848.7 Cr.

In terms of availability, Bira91 is widely distributed across restaurants, pubs, and bars in India, particularly in the National Capital Region and Mumbai. The brand claims to be available on-tap at over 1,000 bars, with 30% of its sales coming from the retail of 330 ml bottles. Bira91 has also expanded its reach internationally, reporting sales across 550 towns and cities in 18 countries.

Bira91 was almost always out of stock due to high demand

Bira91, the posterchild of Pune's craft beer scene, was almost always out of stock due to high demand. The company's sales rocketed from 150,000 to 700,000 cases within two years of its launch in 2015. This surge in demand was driven by an expanded product range, strategic marketing campaigns, increased consumer demand for premium beer, and stronger distribution networks. The brand's focus on innovation and quality resonated with a market craving unique and refreshing beverage options.

Bira91's distinct taste, which is low on the expected bitterness of beer, garnered unprecedented success among Indians. Indian restaurant and bar owners saw a rise in Bira91's demand soon after its launch as the beer brand captured a sizeable market share based on word-of-mouth publicity, without leveraging traditional marketing campaigns initially. However, due to the beer being made in Belgium and imported to India, Bira91 faced erratic supplies and a major supply crunch in 2016, which led to it going off the shelves for a while.

To meet the increasing demand and maintain quality standards, Bira91's leadership had to act fast. They acquired Beer Cafe, which enhanced their front-end selling points and provided a unique consumer experience. This seamless integration of product availability with a vibrant, beer-centric atmosphere expanded Bira's retail footprint and deepened brand loyalty.

In 2022, Bira91 inaugurated the Gwalior factory to ensure a steady supply chain and access to new regional markets, positioning the brand to better meet demand. To fund its ambitious growth plans, Bira91 raised USD 130 million from various investors within 1.5 years. This helped fortify the brand's growth trajectory and ensured it had the resources to innovate, expand its market presence, and remain competitive in the dynamic beer industry.

Bira91 is India's fifth beer, an Indian Pale Ale (IPA) brewed in India

Bira91 is manufactured by B9 Beverages Pvt. Ltd., which was founded by entrepreneur Ankur Jain. The beer is made from wheat, barley and hops and is available in draft, 330ml, 650ml bottles and 500ml cans.

Bira91 IPA was initially launched in Delhi-NCR, Mumbai, Bengaluru and Pune through promotion across 250 restaurants and bars. The company's founder and CEO, Ankur Jain, said: "This is a sort of a homecoming for the IPA. The IPA was perhaps the only beer style made for India, by British brewers in 1800s and pretty much died down from the world after lagers took over."

Bira91 has since opened a new brewery in Madhya Pradesh, its fifth in India and second in Central India. The new brewery will initially add 400,000 hectoliters a year.

Frequently asked questions