Blogs Posted on 2024-09-19

Bira 91 Markeing Strategy- First Craft Beer of India

Beer enthusiasts are well aware of the wide range of options available, whether they're at a bar or picking up drinks from the store for a quiet evening. Bira 91 entered this crowded market in 2015, and despite the stiff competition, it has managed to stand out. What makes Bira 91 a favorite among many? Beyond the product itself, much of its success can be attributed to its unique marketing strategies.

Bira 91, a homegrown craft beer brand, has successfully established itself in the minds of Indian consumers. The brand recently rolled out its first comprehensive 360-degree marketing campaign, which aims to connect with a new generation across various platforms.

With the understanding that beer holds different meanings for different generations, this campaign is specifically aimed at those who prioritize flavor when choosing their drink. The campaign, titled "Make Play With Flavors," encourages this generation to be more creative, playful, and open to experimenting with flavors.

The campaign is represented through seven animated films, each showcasing a Bira 91 variant that perfectly complements different occasions, such as a picnic, a night out, or a beach day. The playful animations, paired with popular soundtracks, depict how a specific Bira 91 variant can enhance the mood of each scenario. For example, Summer Lager pairs with Calvin Harris' "Summer" for a day at the beach, while Bira 91 Gold is matched with the Bollywood track "Gal Mithi Mithi Bol" for a wedding celebration.

The campaign also extends to social media platforms like Instagram, Facebook, Twitter, and LinkedIn, with popular artists and celebrities such as Radhika Apte, Divine, and Jasleen Royal helping to promote it. The brand also launched the #MakePlayWithFlavours challenge on Instagram, where users were invited to remix their own reels using Bira 91's flavors for a chance to win prizes. Influencers like Rhea Kapoor and Meghna Kaur helped spread the word.

To reach a broader audience, the campaign was integrated into the ICC T20 Cricket World Cup, with ads appearing on Disney+ Hotstar, and music lovers were targeted with seven unique Spotify playlists curated by artists like Benny Dayal and The Local Train. Offline, the brand created a "Make Play Festival" at venues like DLF CyberHub in Delhi and a Taproom in Bangalore, featuring match screenings, carnival-style games, and special offers on beverages.

The Journey of Bira 91

Founded by Ankur Jain, Bira 91's story began after he graduated with a degree in Computer Engineering from the Illinois Institute of Technology. His first venture was in healthcare information technology, but in 2009 he started Cerana Beverages, an import and distribution company for premium craft beers from Belgium, Germany, and the U.S. Cerana Beverages later became B9 Beverages.

Seeing the potential in India’s beer market, Ankur decided to focus on launching his own brand of craft beer. After spending years researching the market and studying European beer trends, he launched Bira 91 in 2015 with seed funding from friends.

Craft Beer and the Indian Market

Craft beer, made traditionally in small batches, was still a niche market in India in 2014, with craft beers accounting for just 1% of the overall beer market. The market was dominated by United Breweries Ltd. Seeing an opportunity, Ankur Jain launched Bira 91 with two initial variants: Bira 91 White Ale, a citrusy wheat beer, and Bira 91 Blonde Lager, a more conventional but flavorful option.

Despite India's strict alcohol advertising laws, Bira 91 used a clever distribution-focused strategy rather than traditional advertising. Its distinctive design, youthful appeal, and word-of-mouth marketing helped the brand gain rapid popularity. By 2016, the company was selling 35,000 cases a month across cities like Delhi, Mumbai, Bangalore, and Kolkata. Bira 91 also raised $6 million from investors including Sequoia Capital and Kunal Bahl.

Expansion and New Variants

Since its initial launch, Bira 91 has expanded its product line with new variants like Bira 91 Light, a low-calorie, mild beer, and Bira 91 Strong, a stronger wheat-based beer. The company continues to grow in India and has ambitions to expand globally, with New York as its first international market.

Ankur Jain's vision is to make Bira 91 India’s first truly global beer brand, imagined in India but celebrated around the world.

Click here for the visuals