- Bira 91 Unveiled at a sparkling ceremony by the Belgian Ambassador
- Glamorous ceremony attended by over 500 guests including top socialites, models and celebrities
- Two versions released to rave reviews by consumers and experts
- Bira 91 White (Low Bitterness Wheat Beer) and
- Bira 91 Blonde (Extra Hoppy Craft Lager)
- Both versions listed in top 20 beers by GQ magazine
NEW DELHI: Cerana Beverages, India’s first and leading craft beer company launched its new brand of craft beer Bira 91. At a sparkling ceremony attended by the capital’s glitterati and movers and shakers, two new beers were unveiled by the Ambassador of Belgium His Excellency Jan Luykx. The first product– Bira 91 White is a wheat beer with low bitterness and a hint of spicy citrus with a soft finish. It is a refreshing all day craft beer brewed with the finest all natural ingredients.
The second product introduced at the ceremony is Bira 91 Blonde – an extra hoppy craft lager with floral aromas and a sturdy, malty flavor. The beer is positioned as a refreshing alternative to mass market beers, with craftsmanship in recipe and high quality ingredients.
Both beers have been introduced in draft (tap) and bottle format in Delhi-NCR. The product will be introduced in the Mumbai, Kolkata and Bangalore market later this month. The products are priced at INR 150 in retail shops and at approximately INR 250 to 300 in most bars.
Speaking on the occasion of the launch Ambassador Luykx said “Belgium is known for its global leadership in beer making. We are home to the largest variety of beer makers, the most passionate brewers and the most innovative beers in the world. Bira 91, positioned by Cerana as a youthful and trendy brand, draws on Belgian beer making expertise and traditions. It is a product that is full of flavour and is delicious. The fact that it has been done by an Indian start up is all the more exciting, because it signals that there are exciting collaborations now being done between independent businesses in India and Belgium!”
Ankur Jain, CEO of the company said, “We are excited to make beers that are delicious, and at the same time have a very Indian identity. Gauging by the response today, we feel that the young, Indian consumer finally has a beer that they can call their own – a brand that is close to their hearts but also globally respected. Our target is to reach the young, urban, Indian consumer – perhaps the most exciting, experimental and fun demographic category globally!”
‘Imagined in India’ and ‘Make In India’ – A New Swagger Amongst Indian Startups
Bira 91 calls itself “Imagined in India”. Speaking on the idea, Jain says “Bira 91 is unapologetically Indian! Our recipe is Indian. Our packaging, bottles, labels, merchandise all carry the slogan ‘Imagined in India’. With Bira 91 we aim to create the first global, premim brand of beer with a trendy, fun, Indian identity”.
Ashvin Chadha, a seasoned early stage investor, who is also an investor in Cerana said, “We love Prime Minister Modi’s call to action with the ‘Make in India’ campaign, and Cerana’s ‘Imagined in India’ slogan is a step in that direction. As an early stage investor in startups, we are noticing a new swagger amongst Indian entrepreneurs who are not afraid to take on the global biggies in their own backyard. Its an exciting time in the Indian startup universe!”
Raving Reviews by Consumers, Beverage Experts and the Trade alike
Bira 91 Blonde and Bira 91 White were both named as one of the Top 20 Beers in the February issue of GQ Magazine.
Vikram Achanta, co-founder and CEO, Tulleeho, India’s leading drinks training and consulting firm and www.tulleeho.com, a drinks website who also attended the launch said “I have been involved closely with the Indian alcobev industry and a number of alcoholic beverage product launches over the last 15 years and feel that Bira 91 is one of the most exciting products to hit the Indian market. The beer is an excellent brew, competing with the best in the world – something that would sit very well in a bar even in a New York, as much as it does in Mumbai. I feel that Bira 91 has the potential to be the first global brand with an Indian identity in the beer space”
Eminent beverage consultant Shatbhi Basu, who is currently working with Everstone F&B, a large food and beverage player that operates over 200 restaurants and bars in multiple formats including Burger King, Pind Baluchi, Copper Chimney, Spaghetti Kitchen and the latest Harry’s Bars said “These are truly delicious beers – the wheat beer is fresh and creamy, and the lager is crisp and aromatic. This is the right time in India for Bira 91. We are excited to bring these products to our patrons, and are especially impressed with the innovation that Cerana has done to ensure all round year availability of the products in draft and bottles. We expect these products to really hit it off with the young Indian consumers – both males and females”
About Bira 91
Bira 91 is positioned as a youthful, Indian brand with a trendy and unorthodox identity, launched by a startup in Delhi, in a market dominated by large national and multinational players. The name is deliberately “Indian” and is a trendy brand meant to convey moments that are fun, friendly and social much like the young Indian of today! Bira 91 aims to win hearts in India as the country’s very own handcrafted and specialty Craft beer with natural ingredients.
About Cerana Beverages
Cerana Beverages Pvt Ltd, is India’s leading craft beer company. Cerana’s key brands include Bira 91 White and Bira 91 Blonde craft beers available in draft and bottle formats. Cerana also owns and operates the country’s first and largest draft beer dispense network in restaurants and bars across the country. In addition to its own brands, Cerana also imports and distributes a portfolio covering major beer styles and more than twenty brands. Cerana was founded by Ankur Jain, an entrepreneur and engineer. The leadership team includes Tanmoy Mukherjee (Chief Marketing Officer), a senior marketing executive with prior experience at ITC, Coca Cola and Lavazza and an alumnus of the Faculty of Management Studies, Delhi. Anuj Krishan (Chief Operating Officer) heads Operations at the company and is an ex-Director from UBS Investment Bank, London and alumnus of IIT Bombay. Anshul Agarwal (VP Operations), an MBA from Symbiosis rounds up the leadership team. For more information please visit www.bira91.com.
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