As the cost of ingredients, energy, and transportation rises, B9 Beverages Pvt., the owner of Indian craft beer Bira 91, is focusing more on premium bottles to protect its margin.
More than seven pints of Bira 91 are consumed every second, according to the firm, demonstrating the appeal of its craft beer products in a country where brands such as Kingfisher and Budweiser dominate the market. With people returning to bars and liquor stores remaining open, B9 Beverages has increased its capacity to 22 lakh cases each month (each case contains 12 bottles), up from 6 lakh pre-Covid.

Green Beer Road Map To complete 'Mission To Zero,' Bira 91 has identified four crucial areas.
• Make the switch to 100 percent clean energy
• You'll use 60% less energy
• Use half as much water
• There will be no waste going to the dump
B9 Beverages now operates five breweries in five different sites. Two in Madhya Pradesh's Maksi and Gwalior, and one each in Maharashtra, Karnataka, and Andhra Pradesh. Jain believes that the company's move to become carbon negative will inspire others to do the same. "We're hoping that our 'Mission to Zero' will inspire a revolution, with every beer produced in the country becoming carbon neutral."