In the beer industry, to engrave your name in everybody’s heart is not a piece of cake. But what BIRA 91 has achieved is nothing short of icing on the cake! Yes, brands like Budweiser, Carlsberg, Heineken, Tuborg and Corona have taken years to achieve where they are today but what if I tell you that all they marketed about was the taste and never the product! What BIRA 91 has achieved is a pure marketing genius!
Craft beer (beer made by a brewer that is small, independent, and traditional) had always been there but it was not that affordable and people were less aware of the product. So when Ankur Jain decided to import this craft beer from the US to India, it didn’t work out well! But what was next to come was a game changer for the Indian Beer Market. He decided to make the wheat beer in India and marketed the product so well that within few months, it was the 2nd most ordered beer by retail shops after Budweiser. The demand is still so high in the market that the company is actually failing in their operations management.
The pricing was picture perfect, the youth were happy, the tagline “Imagined in India” was way too good for the people to actually have the beer all the time. Be it a person who is on diet, they offered the low calories beer as well. The products were Bira White, Bira Blonde, Bira Light, Bira Strong. So if you haven’t heard of the brand I would probably think you are not born yet or have stopped drinking or are out of social media for good. But I am sure as you step into any bar, pub or a restaurant in any city, the name BIRA 91 would be on top of the menu list for sure. Buy it just for having a look of the bottle or the can, yes it’s that good!


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Pratish Kalyani3 Posts

Civil engineer and petrolhead. Fond of reading and researching about brands and their evolutions especially in the automobile sector.

Saurav Nayak

The biggest competition is myself. I am not looking to follow others or pull them down. I am planning to test my own boundaries.

1 Comment

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    Priyanka Reply

    July 27, 2017 at 10:13 am

    Interesting article !


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