Flavours take the top spot

Beer is no longer just a strong, cold beverage. Today, it is an innovative drink packed with diverse flavours, catering to varying consumer palates. As such, beer producers are swiftly positioning themselves in this new space with experimental styles while also paying serious attention to factors such as sustainability. Nayanabhiram Deekonda, Senior Vice President and Chief of People, Product and Growth at Bira 91 explains how this shift is redefining the concept of beer.

When it comes to the Indian beer market, consumers are drinking ‘better,’ not just ‘more.’ There’s a clear preference towards beers that offer more than just strength—whether it’s a refreshing wheat beer, a crisp lager, or an experimental style. According to Nayanabhiram, “The surge in craft and premium beers isn’t about replacing traditional favourites—it’s about evolving with changing consumer tastes. In India, there is a big market for craft beer, but success lies in getting it right and making it available at scale.”

In fact, the beer industry stands at a pivotal crossroads, where innovation is no longer optional—it’s a necessity for sustained growth and relevance. With shifting consumer preferences, rapid technological advancements, and intensifying competition, the sector is evolving towards a more dynamic and inventive future. Easy-drinking session-type beers are growing in popularity, alongside sustainability initiatives, which are key to meeting consumer expectations and addressing environmental concerns.

Riding The Tide

In this context, Bira 91 is leading the way with a gamut of beer styles that covers every segment—from mild and strong beers to lagers and wheat beers. Its core lineup includes White, Blonde, Rise, Gold, Boom and Plus. Complementing these are innovative beers crafted for the Indian palate, featuring globally popular styles such as Indian Pale Ale with Pomelo and Malabar Stout. The brand also introduces seasonal brews.

“Consumers today seek out flavour and if there is one thing that Bira 91 stands for, it is flavour that goes beyond the ordinary and mundane beers. We constantly aim at innovating and introducing new beer styles for our consumers, be it seasonal brews like our Mango-Lassi Ale or collaborations with young brands like Tinder to introduce a Strawberry Cream Ale,” explains Nayanabhiram.

Expanding beyond traditional beers, Bira 91 has ventured into hard ciders and hard seltzers, reinforcing its commitment to bold and unique flavours.

The brand also caters to the growing healthconscious audience with its ‘better-for-you’ segment, led by Bira 91 Light. To engage this demographic, the company actively partners with marathons, running clubs, and sporting events. “While we have seen increased awareness and demand for low and no-alcoholic beverages—primarily being driven by Western influence, we are a long way from them impacting the dominance of strong lagers in the Indian context,” Nayanabhiram points out.

Local To Global

For years, Indian beer was largely synonymous with strong lagers, limiting its appeal in diverse international markets that favour craft brews and premium light beers. But change is brewing. A new wave of Indian beer, led by brands like Bira 91, is breaking stereotypes and making a mark worldwide. From tapping into the US and Asian markets to becoming the go-to beer at global events like the ICC Cricket World Cup, the brand has been proving that Indian beer can go beyond borders, capturing international palates.

The Strong Wave

India’s beer market is dominated by strong lagers, which account for approximately 80 percent of the industry, with around 360 million cases sold. Within this category, the premium strong lager segment is experiencing the fastest growth and is poised to drive the industry’s expansion over the next decade.

Bira 91 has been at the forefront of this evolving trend, consistently crafting world-class beers that have earned it international acclaim. Its commitment to quality was recently recognised at the prestigious World Beer Awards 2024, highlighting both the evolution of the Indian beer and the growing global appreciation for diverse, flavourful brews. “Consumers today are looking for both familiarity and excitement in their beer choices. That’s why we innovate not just with flavours but also with storytelling and packaging that reflect our playful, modern identity,” says Nayanabhiram.

Cheers To Growth

Premium beers are no longer confined to metropolitan hubs—consumers in Tier II and III cities are now actively seeking elevated drinking experiences. This shift is set to shape the next decade of India’s beer market, with industry experts forecasting a steady 9 percent CAGR growth, reaching a whopping 1,100 million cases by 2035. The premium segment, in particular, presents immense growth potential, with forecasts predicting a robust CAGR of 17 percent.

“Rising urbanisation and premiumisation in Tier II and III cities will be a catalyst for growth in the premium segments. Some of the cities in India where we expect to see growth in overall beer consumption are Vijayawada, Bhubaneswar, Chandigarh, Agartala, Raipur and Gwalior,” says Nayanabhiram.

And it’s not just about great beer—it’s about brewing a sustainable future. Bira 91 aims to achieve 100 percent clean energy across all operations, reduce energy consumption by 60 percent, cut water usage by 50 percent, and eliminate landfill waste entirely from its breweries.

Brewing Buzz

The growth of the beer industry is directly linked to the kind of promotions undertaken by producers. At Bira 91 marketing isn’t just about selling beer—it’s about brewing a culture. From taking over the ICC Cricket World Cup, to teaming up with Crocs, House of the Dragon, and Boat, the brand has tapped into moments that truly matter to its audience. Whether it’s spicing things up with International Curry Week, diving into the hot sauce madness, or curating artistdriven experiences, the brand has redefined how beer connects with culture. “We spearheaded this movement early on, setting the stage for a deeper, more meaningful bond with our consumers—way before it became the norm,” says Nayanabhiram.