Bira 91 goes beyond beer, enters cider category

Brand plans to experiment with fast growing premium beverage categories in India

Bira 91, owned by New Delhi-based B9 Beverages, has announced its foray into the ciders with the launch of Hill Station, a category of Hard Cider Ales. The launch is part of the company’s move to bring new categories beyond beers, in congruence with the increasing demand for ready-to-drink options and a growing generation of consumers enthusiastic about experimenting with new flavours.

Hill Station Hard Cider Ales will have three flavours of hard ciders in its portfolio – Himalayan Apple Original (5.3% alcohol by volume or ABV), Himalayan Apple Strong (7.5% ABV), and Himalayan Apple Berry Twist (5.3% ABV).

Speaking on the launch, Ankur Jain, Chief Executive Officer, of Bira 91, said, “Over the last few years, the preferences of young Indian consumers have shifted drastically, and they are now keen on exploring newer categories, including Ciders. With Hill Station Hard Cider Ales, we aim to become the first major cider brand in the country and expand the category for this beverage.”

The portfolio of Hill Station Hard Cider Ales will be available in and across Bengaluru, priced at Rs 150. Established in 2015, Bira 91 is driven by a team of over 600, and is backed by Sequoia Capital India, Sofina of Belgium, and Kirin Holding of Japan.

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