Bira 91 was introduced in India in 2015, and has since been established as an Indian based Beer brand. It has rapidly gained popularity among the youth in relatively few years, compared to other beer brands.
Recently, Bira 91 has partnered with Australian beer and spirits distributor Heron Beverages to introduce their youth-friendly brand to stores across Australia. The launch includes Bira’s most popular variants which will be available in Dan Murphy’s stores all over the country.
Currently Bira 91 supplies beer to 16 countries including USA, UK, UAE, Singapore and Thailand.
In India, the brand offers seven variants:
- Bira Light
- Bira White
- Bira Strong
- Bira Blonde Summer Lager
- The Indian Pale Ale
- Bira Boom Classic, and
- Bira Boom Strong
The beers being launched in the Australian market are Bira Blonde, Bira White, and the unique Indian Pale Ale:
•Bira Blonde: This “Summer Lager” is rich in colour, made with the choicest two-row barley, delicately malty with a nice balance of bitterness and dryness, a fruity summery aroma of tangerine, melons, strawberries and passion fruit.
Barley Malt, Rice, Wheat Malt, Hops and Yeast.
•Bira White: A deliciously different wheat beer with low bitterness and a soft finish. A hint of spice and a kick of citrus makes this a glass of cloudy sunshine. A refreshing all day beer brewed with only the finest ingredients and mixed with barrels of passion.
Wheat Malt, Two Row Malted Barley, Oats,
Orange Peel, Coriander.
•Indian Pale Ale: The Bira 91 Indian Pale Ale is a fresh, tropical session IPA: an ode to contemporary India’s love for experimentation and flavour.
Indian Pale Ale brewed with pomelo is a medium-bodied, dry and hoppy, the Indian Pale Ale has tropical aromas of mango pineapple and a touch of malty-honeyed biscuit.
Water, Barley Malt, Wheat, Pomelo, Mosaic and Citra Hops, Yeast, CO2
Ankur Jain, founder and CEO of the brand is excited about the launch in the Australian market. Australia has a high number of Indians residing there who will have better access to the brand, along with Australia being a key cricketing country, giving them an opportunity to activate across stadiums in the upcoming ICC Tournaments in 2022.
Heron Beverages managing director Adam Bell, said that the company is “very excited and looking forward” to be a part of the brand’s journey.
We too hope that this monkey soon goes on a world tour! Cheers to Bira.
-by Keyuri Mehta