B9 Beverages Targeting Mass Market with the Launch of “Boom” a New Beer Brand
- Published | 11 March 2019
The maker of craft beer, Bira 91 eyeing the opportunity for a much larger play with a new brand of beer which will fuel the India beer market.
India: B9 beverages, the maker of popular craft beer, Bira 91, have ramped up capacity five-fold as it prepares to launch a new brand of beer catering to the mass market. The company was so far catering only to 10% of the beer market. The capacities have grown five-fold. Producing about 210,000 cases per month of beer at are Indore facility. The company will be expanding to 10 new states, added capacity and new manufacturing sites will go live in the next 60-90 days. Now they have two more coming up in Andhra Pradesh and Mysore. With a total of four Facilities Company have the capacity to produce 2 million cases per month of beer. According to the BlueWeave Consulting, The Indian beer market is progressively attractive and it is anticipated that the beer market will double in size over the forecast period. India is one of the biggest manufacturers of Beer in the world. Attitudes towards alcohol are evolving, particularly among young urban-dwellers who are gaining an appetite for beer, as a drinking culture becomes more popular in major cities like Mumbai, Delhi, and Bangalore. Bira 91, one of the fastest growing craft beer brands out of India. Bira 91 aspires to drive the global shift in beer towards more flavor and color. The forthcoming maturation of the beer market combined with the growing middle class will certainly also open up for interesting export possibilities for craft breweries. Owing to the growing youth segment, increasing purchasing power, changing consumer preference, and growing urbanization is the major factor growth of the beer industry in India. The healthy growth rate for the beer industry is an indication of the huge potential of opportunities open for breweries and beer brands makers in India. The rising number of microbreweries across the globe produces a small amount of beer but emphasize on the quality, taste and new product innovation according to the changing palate of beer drinkers. Shifting consumer’s preferences towards a healthy lifestyle has influenced the younger population to adopt healthier beverages with low alcohol content like craft beer.According to report by BlueWeave Consulting, India Beer Market By Category (Strong and Mild), By Packaging Type (Bottled Beers, Canned Beers, & Draught Beers), By Distribution Channel (On-Trade and Off-Trade), By Region (North, West East, and South); Size and Forecast, 2015-2025, India is predominantly a hard spirits market. But the beer market holds a favourable outlook in India on the back of changing cultural attitudes and a young, increasingly affluent population. The Indian beer industry has been witnessing steady growth of 7-9% annually over the last ten years. With increasing economic development, the level of anxiety and stress has also been increased in the Indian corporate world, people are finding it hard to find work-life balance & are looking for some refreshments in the evening. Beer is observed to be slowly becoming a primary drink for them. Furthermore, increasing disposable income, urbanization, growing youth population as well as rising acceptance of social drinking have buoyed the growth of the beer market in India.
According to the recent published report by BlueWeave Consulting on “Global Craft Beer Market, by Product Type (Lager, Ale, Stout & Porter and Others), by Distribution (On-Trade & Off-Trade), by Region (North America, Europe, Asia Pacific, Middle East & Africa and Latin America); Size and Forecast, 2014-2025,” The global craft beer market is estimated to grow at a CAGR of 22.76%, in value terms, during the forecast period 2018-2025. Craft Beers are produced in small breweries, using traditional methods and ingredients inspired by local taste, texture, and flavors. Moreover, it is produced in small quantity. The rising number of microbreweries across the globe produces a small amount of beer but emphasize on the quality, taste and new product innovation according to the changing palate of beer drinkers. Increasing government support for microbreweries via start-up will boost the production of craft beers in the coming years. Shifting consumer’s preferences towards a healthy lifestyle has influenced the younger population to adopt healthier beverages with low alcohol content like craft beer.