Bira Beer 91’s business model, marketing strategy, and growth journey

Here’s an in-depth look at Bira 91’s business model, marketing strategy, and growth journey—an inspiring case study of how an Indian craft beer brand disrupted a market long dominated by global giants.

🍺 Company Overview: Bira 91 at a Glance

• Founded: 2015

• Founders: Ankur Jain and Tanmoy Mukherjee

• Headquarters: Delhi, India

• Parent Company: B9 Beverages Pvt. Ltd.

• Valuation (2024): ₹4,370 crore (~$525 million)

• Funding Raised: $457 million across 20 rounds from 211 investors, including Sequoia Capital, KOIS, and Sofina

• Product Portfolio: Bira White, Blonde, Light, Strong, Boom Super Strong

📊 Business & Revenue Model

Bira 91 operates as a premium craft beer brand, positioning itself between mass-market lagers and expensive imported beers. Its revenue streams include:

1. Direct Sales: Through retail outlets, bars, and restaurants.

2. Export Markets: Expanding into international markets to tap into the global craft beer trend.

3. Merchandising: Selling branded merchandise to enhance brand visibility and loyalty.

4. Events and Collaborations: Hosting and sponsoring events to engage with the target audience

🎯 Marketing Strategy: Disrupting the Norm

Bira 91’s marketing approach is centered around appealing to young, urban consumers seeking a fresh and flavorful beer experience. Key elements include:

1. Brand Identity

• Name: “Bira” is a colloquial North Indian term, adding cultural familiarity.

• “91”: India’s country code, signaling global ambition with local pride.

• Mascot: A playful monkey, symbolizing fun and rebellion

2. Product Differentiation

Offering a range of beers with unique flavors and lower bitterness to cater to diverse palates

3. Pricing Strategy

Positioned as a premium yet affordable option, Bira 91 filled the gap between domestic beers and costly imports. This “high quality, low price” approach attracted consumers seeking value without compromising on taste.

4. Digital and Experiential Marketing

• Social Media: Engaging content and campaigns targeting millennials.

• Events: Hosting festivals like the “April Fools’ Fest” to create memorable brand experiences.

🌍 Global Expansion

Bira 91 has extended its reach beyond India, entering markets in the United States, United Kingdom, and Southeast Asia. The brand’s unique identity and flavor profiles have resonated with international consumers seeking diverse beer options.

❓ FAQs

Q1: What sets Bira 91 apart from other beer brands?
Bira 91 combines unique flavors, a strong brand identity, and a strategic pricing model to offer a distinctive beer experience.

Q2: How has Bira 91 impacted the Indian beer market?
By introducing craft beer to a broader audience, Bira 91 has expanded consumer choices and challenged established players.

Q3: What are Bira 91’s future plans?
The company aims to continue its global expansion, innovate its product line, and strengthen its presence in existing markets.