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Boom or bust

Hold my Bira: Can Boom make the craft beer brand great again?

Bottled craft beer pioneer Bira is starting to look a bit pint-sized compared to its former self. And so, it’s reinventing. With a new mass-market product called Boom, Bira seems to be sidestepping pricey watering holes to sit down at Kingfisher’s table. But is there room?

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Somewhere along the way, Bira just stopped being itself. An unorthodox, low-bitterness craft beer brand, Bira 91 started out in 2015 challenging everything that beer had stood for in India. Everything from its name to its logo screamed millennial, fun, and well-thought-out, and for a while there, beer didn’t seem like an industrial product. But,…

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