The world of Bira

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For someone who is not a beer-drinker and unlikely to convert, I have spent an awful lot of time in the last four months posing next to a beer bottle or being in the company of friends who are happily glugging away pitcher after pitcher.

This is not, however, just any beer. This is Bira. So what makes it so special, you ask? Persuaded by the raving feedback from friends and colleagues I decided to do some internet digging.

Bira is in fact Bira 91, an Indian craft beer launched just over a year ago in March 2015. Fun fact: The 91 is India’s international dial code. The story goes that the founder (and probably his start-up mates) went on a road-trip around Europe. They found the perfect blend in Belgium.



















In went a lot of passion, market research, hard-work and the vision for a trendy new beer. Out came Bira White and Bira Blond with a cheeky monkey logo.  It grew by word of mouth. The latest news shows they can’t keep up with the demand. If you are one of those diehard Bira-fans you’ve probably seen all the press. If you live in one of the Indian metro cities and haven’t heard of Bira, you have probably been living under a rock or are in hibernation (!) This link should help you wake up.












Bira's original tagline was ‘Imagined in India’ .
They have now added 'For the World’. According to the grapevine they are off to NY City. Global domination with an Indian twist? Time will tell. This brown bottle is the 'Growler' which in their own words is a ' jug or pail-like container' that preserves the beer.

Before you ask - no, the Growler is not available for sale.
Yes, my wily friends did manage to sneak one into a big plastic bag. This was after weeks of futile resistance. (Pic below: The Growler sits in a certain red car).
Umm no, I did not play an active part in this pilferage. I was a silent spectator (first aghast and then somewhat giggling). I hope that doesn't make me an accomplice.

No, no, please don't follow the example of my naughty friends. Latest news suggests that the beer bottling factory can't keep up with the demand. Less glasses and Growlers means less Bira for you to drink ;-)

Finally, you probably guessed it, there are a lot of B-Ira jokes going around. I do find myself posing quite often with the cheeky monkey and 'IRA'  :D :D

Let's see now, after Ira the tablet and Ira the soap, there is an 'almost-Ira' craft beer. My world-wide business expansion plans are clearly in jeopardy. Apart front that minor detail, I'm excited to see a 'Make in India' success story on its way. Bira 91 is finally going to start producing locally. Yipee.

As I write this I do wonder- is this affordable, highly drinkable, low-alcohol content beverage going to ruin the 'millenials'? I suspect not, as there are larger dangers out there.

Nevertheless I part with these words 'Drink Responsibly!'

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