Bira 91, one of the fastest growing craft beer brands, has entered into a major five-year deal with the International Cricket Council (ICC). The partnership, which runs through 2023, confirms Bira 91 as the official sponsor of - ICC global tournaments including the ICC Cricket World Cup, ICC T20 World Cup, ICC World Test Championship, ICC U19 Cricket World Cup and the ICC Women's World Cup.
This is the brand's first foray into sports. As an official partner, Bira 91 will integrate the partnership across broadcast and digital platforms, and in-venue activations at all ICC events through their range of products (beer including non-alcoholic beer and hot sauce).
Speaking of the partnership, Ankur Jain, Founder & CEO, Bira 91, said, "The ICC partnership is a key moment for Bira 91 as we embark on creating the first global consumer brand to come out of India. A generational 'change of guard' in beer is underway as consumers shift towards beers with more color and flavor. World cricket is undergoing a similar generational change as it expands to more dynamic formats, newer geographies and consumers. We are excited to be part of the 'greatest celebrations of cricket' on the international stage and adding consumer experience driven activations by our innovative and delicious beers."
ICC has 104 member countries and continues to expand its global footprint by reinventing the game with the vision of making it more relevant for new spectators. That outreach, including targeting women and young people, matches with Bira 91's ambition and core philosophy: "Imagined in India, for the new world." The brand aspires to drive a global shift in beer towards more flavor and color.
Commenting on the agreement, Campell Jamieson, ICC General Manager Commercial said, "As we started negotiating the agreement with Bira 91, the natural overlaps in their ambitions and ours became obvious. Cricket has more than one billion adult fans and is a natural partner for this ambitious brand. The ICC is delighted to welcome Bira 91 on-board as an official partner and into the world cricketing family, and we look forward to working together for the next five years to deliver a strong partnership at ICC global events."
Bira 91 grew five times in the last fiscal year (ending March 31, 2018) and has scaled to be comparable to the top 10 craft breweries in the US in terms of volume in only three years since inception. Besides India, the company has expanded internationally to the United States, Singapore, Hong Kong, UAE and Bahrain, with imminent expansion in the UK and Vietnam. The company expects to expand its production footprint five-fold to 2,000,000 barrels before summer of 2019 from the current capacity of 350,000 barrels.
With the global craft beer market projected to reach over $502B by 2025, and the market expected to witness substantial growth over the forecast period due to the rising demand for craft beers, Bira 91's growth comes at an opportune time to corner a rising market and reach emerging consumers.
The iconic Goan beer King's now owned by Sachin Joshi's Viiking Ventures has now launched the strong variant King's Maxx and would be available across Goa and Maharashtra very soon, with the rest of the states not too far. Being brewed in Goa, the beer holds a signature taste and has been a preferred choice for the beer lovers. Just last year, the group won the prestigious ‘Iconic Brands Of India’ award for Goa King’s Premium Pilsner and they intend to emulate the same success with their new SKU - MaXX
( Excerpt from a release)
United Breweries Limited has launched Kingfisher Ultra MAX, a higher-alcohol variant of its hugely successful premium beer brand Kingfisher ULTRA, catering to Indian beer drinkers’ evolving taste for a refined premium strong beer. Kingfisher Ultra MAX, undergoes a slow-brewing process and a prolonged maturation, using fine imported pilsen malts to produce a smooth, crisp and refined strong beer, with a distinct and pleasant malty note.
Each facet of the brand offering ranging from its unique taste to contemporary packaging spells class, elegance and sophistication. Kingfisher Ultra MAX stands out with striking black and gold graphics, designed by the London-based Claessens International, featuring the iconic kingfisher bird soaring skywards. The brand will be available in 650ml and 330ml bottles with the added convenience of a ring-pull cap. A 500ml can will complete the SKU offering in the launch phase. In line with its premium positioning, world-class brew and distinct packaging, Kingfisher Ultra MAX will be priced at the top end of the beer pyramid, making it the most premium strong beer brand in the country. In Bangalore, the brand retails at Rs 150, Rs 120 and Rs 90 for the 650ml, 500ml and 330ml SKUs respectively.
Commenting on the launch, Samar Singh Sheikhawat, Senior Vice-President (Marketing), United Breweries Limited, said, “The market for higher alcohol beers has been growing consistently over the years, and continues to develop both in terms of volume and salience to the total market. The Indian Beer drinker today is seeking differentiation in terms of a more refined taste and palate, and is willing to pay for this added value. Re-enforcing our commitment to providing the best to our consumers, we have launched Kingfisher Ultra MAX as an extension of our hugely successful Kingfisher ULTRA brand, and now the Indian beer drinker, can enjoy a distinctive, refined beer packed with a punch.”
(Excerpt from a press release)
Heineken®, the world’s No.1 international premium beer announced the launch of the STAR CANin India, coinciding with the global roll-out of the newmodern and progressive STAR CAN design which conveys sophisticated simplicity. In India, Heineken is currently available in 650ml and 330ml bottles and the latest500ml aluminum STAR CAN, which expands the brand offering in India, is expected to attract new consumers and cater to more consumption occasions.
Commenting on the launch, Samar Singh Sheikhawat - Senior Vice-President, Marketing, United Breweries Limited said, “Heineken STAR CAN will be launched in a phased manner, beginning with Daman, Goa, Delhi, Pondicherry & Bangalore, followed by other key consumption markets like Mumbai, Kolkata, Chandigarh, Haryana, UP and Punjab. Cans will help increase the sales of Heineken and we expect the overall brand to grow organically by over 50% this year. We hope to extend the drinking experience to more drinking occasions and reach out to new consumers.”
Heineken has been targeting the globe-trotting, James Bond-inspired demographic through its various initiatives and the new can plays into the image. The Heineken Star Can will be available in the 500ml size and will be priced at Rs120/- in Maharashtra & Bangalore. The can is priced at Rs 100/- and Rs 70/- in Delhi & Goa respectively.
Commenting on the STAR CAN, Mark van Iterson, Manager - Heineken® Global Design & Concept said, “The packaging design of Heineken® must always stay true to its core values, it must be progressive and iconic and it must be clearly recognizable on the retailers’ shelf. The visibility of the aluminum on the STAR CAN creates a fresh, masculine look with an open character. Bare aluminum looks very fresh and thirst-quenching when you take the can out of the fridge. The red star is one of our most important visual symbols and has always been part of the brand identity. We’ve made it larger and more visible so it really stands out to consumers.”
(Excerpt from a Press Release)
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