Bira 91 re-enters UP market

Bira 91 has officially re-entered the Uttar Pradesh market through a new manufacturing and distribution partnership with an in-state brewery. This strategic move marks a significant step in the brand’s growth rebound and underscores its renewed focus on one of India’s fastest-growing beer markets.

The company’s products, Bira 91 Boom, Blonde, White, and Gold, are now being locally brewed and distributed across major cities in Uttar Pradesh. The local production is expected to reduce lead times, enhance market availability, and improve operational profitability in the region.

As part of its long-term commitment to the state, Bira 91 has also announced an investment of over ₹200 crore to establish its own brewery in Bijnor. The facility is expected to be operational by next year and will further strengthen the brand’s local manufacturing capabilities.