Headquarter: Chemical Industry Park, Economic Development Zone,  JiNan City,  ShanDong Province, China.

Phone +86-152 8958 7728

Functional Beverage Market Insights in ASPAC

Bira 91 on its product innovation and plans towards an Indian … – FoodNavigator-Asia.com

Or wait…
Processing & Packaging
Food safety
Promotional Features
Site Archive
All Asia-Pacific
East Asia
South Asia
South East Asia
Middle East
Site Archive
Alternative proteins
Asian tastes
Clean label
Healthy living
Industry growth
Plant-based development
Prepared foods
Sugar reduction
Supply chain
Site Archive
Type of resources
China 中国
Japan 日本
Middle East
All Events
Shows & Conferences
Online Events
Editorial Webinars

– Last updated on GMT
Related tags Alcohol Alcoholic beverage Beer Craft beer Cider Brewing
It recently received funding of USD$10m Japan’s MUFG bank and USD$70m from brewery giant Kirin, which will be channelled towards expanding its production capacity and distribution networks domestically and globally.
Its founder and CEO, Ankur Jain, said that its partnership with Kirin extends beyond funding to capitalise on Kirin’s industry expertise to both “premiumize Indian beer through innovation” ​and “drive sustainability in the industry.”
On the sustainability agenda, it has been working with Kirin for the last 18months to localise its manufacturing and innovation, as it aims to become India’s first net zero beer brand by 2025. It recently established the B9-Kirin Centre for Sustainable Growth in New Delhi and a net zero brewery in Mysuru.
Since 2019, the company reported a six-fold increase in its production capacity. It recently acquired a new manufacturing facility in Uttar Pradesh that will commence operations in 2024.
Additionally, it is headlining partnerships within India’s most popular sport – cricket, launching limited-edition beers and merchandise during Indian Premier League (IPL).
Its taprooms located at Koramangala, and Bangalore International Airport have become crucial as “testing grounds for intel on market trends and offering tasting opportunities.”
Jain highlighted a slew of Bira 91’s product innovations were guided by a growing demand for healthier beverage options; the rising interest in craft and artisanal products; and the importance of sustainability in today’s market.

When it comes to healthier beverage innovation, its NPD is targeted at low to no alcohol alternatives, and the use of natural and seasonal ingredients in the products.
Some of its low-calorie products include Bira 91 light lager with less than 80 calories, Hill Station Cider and Grizly Seltzer.
Products that use natural ingredients include RISE, a premium rice lager using local rice from India; and its Hill Station Hard Cider Ales made with Himalayan apples and mountain barley.
The latter also marks its entry into a new product category: “The launch is part of company’s move to bring new categories beyond beers, in congruence with increasing demand for ready-to-drink options and a growing generation of consumers enthusiastic about experimenting with new flavors. These new products offer a premium drinking experience and pave the way for Bira 91 to enter new and innovative beer-adjacent categories.”
FoodNavigator-Asia​ recently published an in-depth analytical piece​ on alcohol flavour innovation.
Bira 91’s distribution currently spans 18 countries globally, and its goal is to expand to 25 countries by the end of 2023.
Copyright - Unless otherwise stated all contents of this web site are © 2023 - William Reed Ltd - All Rights Reserved - Full details for the use of materials on this site can be found in the Terms & Conditions
Related topics Business Beverages South Asia
Show more
Functional Beverage Market Insights in ASPAC
Content provided by Glanbia Nutritionals | 06-Jul-2023 | Product Brochure
High growth ahead for protein beverages makes Asia Pacific (ASPAC) the market to watch. Consumer research shows new usage occasions, key consumption barriers,...
The latest plant-based beverage trends in SEA
Content provided by Tetra Pak | 27-Mar-2023 | White Paper
Data shows that consumers’ liking and thirst for plant-based beverages is growing rapidly, especially in Malaysia, Singapore, Philippines and Indonesia....
More promotional features


Leave a Reply

Your email address will not be published.