B9 Beverages is the manufacturer of a craft beer brand popularly knowns as BIRA 91. It first entered into the market in 2015. BIRA 91 in very less time became very popular among millennials mainly for its delicious beers, bold identity and strong draft network. In 2017, Bira 91 started campaigning in United States and In 2018, it entered Singapore and started covering the Asia Pacific market.
Within just 3 years, Bira 91 came into the list of top 25 craft beer brands worldwide in accordance with sales volume and also became the fastest growing beer brand in the world.
The company established its first brewery unit in Flanders region of Belgium and the beer was imported to India. But after initial success, the company began manufacturing beer in India. Today, the company operates 4 breweries in India and have offices in 9 cities including New York.
Bira 91 is backed by Sequoia Capital and Belgium’s Sofina Capital.
The company product portfolio mainly consist of 5 beer variants – Bira 91 white, Bira 91 Blonde, Bira 91 Light, Bira 91 Strong and Bira 91 Indian Pale Ale.
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|Best In Industry
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|PREMISE NO. 106, SECOND FLOOR BLOCK H, CONNAUGHT CIRCUS NEW DELHI DL 110001 IN.
Mr. Ankur Jain (Managing Director)
Mrs. Shashi Jain (Director)
Ms. Sakshi Vijay Chopra (Director)
Mr. Varun Kwatra (Company Secretary)
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Beer is the second most popular alcoholic beverage after whiskey in India. Alcohol consumption has become a part of social interactions among young people in India.
The Indian alcohol market is the 3rd largest and one of the fastest growing alcohol markets in the world. It is expected to reach $41 billion by 2022. In terms of volume, the beer market was valued at 55,337.3 lakh litres in 2020 and is expected to reach 90,047.4 lakh litres by 2025, growing at a CAGR of 10.89% during the 2021 - 2025 period.
On the basis of product type, the beer market can be segmented into strong, mild, and craft beer. The strong beer contributed the largest revenue share in 2020. The growth of craft beer in India highly depends on a healthy growth of the beer industry. The All India Brewers Association estimates the sales of craft beers to grow at 20% annually, which is higher than 5-7% growth in the beer market.
Growth in market of Craft beer will mainly be driven by millennials who prefer craft beer over regular lagers (Beer with more than 5% alcohol content).
Some of the major obstacles that slows down the growth of craft brewing industry are the restrictive and excessive state government regulations and the licensing problems, the growing cost of raw materials, and limited infrastructure.
During the initial stage of the COVID-19 pandemic, the alcohol industry experienced a huge downfall. The sale of alcoholic beverages was stopped for about 40 days. Moreover, introduction of COVID cess on liquor in some states increased the prices of alcohol.
The beer market in India is currently in its growth stage. Today, there are more than 140 beer brands in the India. However, the per capita beer consumption in India is still very low compared to other countries in Asia Pacific region and therefore the market could witness huge growth in the coming years. It is expected that most of the state governments will start to delink beer taxation from IMFL soon on the basis of alcohol content, clearing the obstacle for rational growth in the market. This industry is expected to flourish in terms of revenues and sales volume both.