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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?

09/05/19

Harveen Ahluwalia

For a brand that was planning to break-even by FY19,  Bira doubled its consolidated losses in FY18

To increase its revenue, the company has launched a mass-market beer brand called Boom

Boom will compete with the likes of low-priced Kingfisher and Tuborg

In a bid to bail itself out of a tough market, Bira may have ventured into a tougher one

Want to read a free 200 word summary?

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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