Bira 91 goes beyond beer, enters the Cider category

One of the fastest growing beer company Bira 91 has made its foray into beyond beers 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 flavors. 

“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,” shared Ankur Jain, CEO, of Bira 91.

Hill Station Hard Cider Ales will have three flavors of hard ciders in its portfolio - Himalayan Apple Original (5.3% ABV), Himalayan Apple Strong (7.5% ABV), and Himalayan Apple Berry Twist (5.3% ABV).

“With ‘House of Bira 91’, we are continually looking to explore beverage categories that are growing rapidly and recruit consumers from the larger beverage space. The launch of Hill Station Hard Cider Ales gives us an exciting opportunity to expand Bira 91’s portfolio and pioneer the growth of beverages in the Indian premium segment,” added Jain.

The portfolio of Hill Station Hard Cider Ales will be available in 330ml bottles and cans across Bengaluru, priced at INR 150. 

Bira 91 also offers branded merchandise across categories such as glassware, apparel, and gifts, to make every day a lot more playful. Established in 2015, Bira 91 is driven by a dynamic team of over 600 passionate beer lovers and is backed by Sequoia Capital India, Sofina of Belgium, and Kirin Holding of Japan.