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Mar, 09 2015

Cerana Beverages launches India's first craft beer Bira 91

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.

Cerana Beverages, one of the leading craft beer company has launched its new brand of craft beer Bira 91.

The new beers were unveiled by the Ambassador of Belgium His Excellency Jan Luykx.

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.”

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.”

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.

“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,” shared Ankur Jain, CEO.

Bira 91 calls itself “Imagined in India”.  Speaking on the idea, Jain said, “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”.

The products are priced at Rs 150 in retail shops and at approximately Rs 250 to 300 in most bars.

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