Bira 91 has signed with Heron Beverages as their exclusive sales and distribution partner in Australia
Bira 91, one of the world’s fastest growing beer companies, has partnered with independent Australian beer and spirits distributor Heron Beverages (heronbeverages.com) to market and distribute its beer in retail outlets and licensed venues across Australia. The launch includes the brand’s flagship beers Bira 91 Blonde Summer Lager, White and its Indian Pale Ale brewed with Pomelo.
Hitting the market at pace, Bira 91 Blonde Summer Lager is available nationally across Dan Murphy’s stores and is rapidly growing distribution points in independent retail and Australia’s top Indian restaurants.
Started in 2015 by B9 Beverages and headquartered in New Delhi, Bira 91 is a beer brand imagined in India and over the last five years has built a strong portfolio of flavourful beers The brand currently has 8 beers across different price segments in the industry. In a short span of time, Bira 91 has become the beer of choice amongst urban millennials owing to its delicious flavour and bold identity. The company has been growing at strong double digit growth rate over the last few years and has expanded across 16 markets internationally that includes USA, UK, UAE, Singapore, Vietnam and Thailand.
A short name that effortlessly rolls off your tongue, Bira evokes a sense of familiarity to the Punjabi word for “elder brother” and the Bengali word meaning “the brave one”. The ‘91’, country code of India is a homage to its Indian roots.
Bira 91 drove its international expansion in Australia by activating at the ICC Women’s T20 World Cup tournament in Feb 2020. They have a global 5 year partnership with the International Cricket Council as their official partners for all key tournaments through 2023.
Beers available in Australia include:
- Bira 91 Blonde Summer Lager, a crisp refreshing lager; rich in colour and made with the choicest two-row barley.
- Bira 91 White, a low bitterness wheat beer with hints of coriander and orange peel; giving the beer a citrus burst with a soft finish.
- Brewed with the ‘grandaddy’ of grapefruits Pomelo, Bira 91 Indian Pale Ale is brand’s ode to contemporary India’s love for experimentation and flavor. This beer is a medium-bodied, dry, hoppy IPA with a citrus aroma. The beers are available in 330ml bottles.
Speaking on the launch Ankur Jain, founder and CEO says, “The launch of Bira 91 across Australia through our partner, Heron Beverages, marks an exciting and significant milestone in our global expansion plans. With Heron as our partner we will be able to reach a significant percentage of the audience in the region. Australia is a key market for us given the a huge percentage of Indian diaspora living there, along with it being a cricketing country and us having 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.
“Bira 91 provides another dimension to our portfolio, access to additional segments of the beer market and offers yet another engaging brand and experience for our customers. It is an opportunity to showcase an exciting Indian success story and to show Australia what India can deliver in this space,” he said.
The Blonde Summer Lager is available nationally through Dan Murphy’s stores, with the wider range stocked across a rapidly growing number of independent retailers and a fantastic selection of restaurants across the country. The Melbourne on-premise scene is to follow now after easing of COVID-19 trade restrictions.
For trade enquiries, please contact Heron Beverages
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Bira 91, one of the world’s fastest growing #beer companies, has partnered with independent Australian beer & spirits distributor Heron Beverages to market & distribute its beer in retail outlets & licensed venues across Australia. #TheIndianSun @bira91🍻https://t.co/tL7qiaLJhm
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