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Bira 91 re-enters Uttar Pradesh through new manufacturing partnership
Bira 91 re-enters Uttar Pradesh through new manufacturing partnership

Yahoo

time07-07-2025

  • Business
  • Yahoo

Bira 91 re-enters Uttar Pradesh through new manufacturing partnership

B9 Beverages' Bira 91 has re-entered Uttar Pradesh in India after securing a new manufacturing and distribution partnership, and has revealed plans to develop a local brewery in the state. According to a statement from Bira 91, its products are now being manufactured through a partnership with an unnamed "in-state brewery". The group said it had also committed over 200 crore ($2 billion) towards establishing its own brewery in Uttar Pradesh. The group expects the facility to be operational from 2026, and that the space "will further enable local production, reduce lead times and improve profitability in the state". According to Bira 91, the market in Uttar Pradesh has grown from making up 3.5% of its national beer sales in 2018 to an estimated 12-13% in 2025. As part of the roll-out, the beer brand will be re-introducing Bira 91 Boom, Rise, White, and Gold to consumers in major cities across the state. The move, the group said, is key to the company's ambition to 'dominate India's premium beer segment'. Ankur Jain, founder and CEO of parent company B9 Beverages said: 'We are in the midst of a remarkable turnaround. 'The past few years were tough, but we've rebuilt a company that's ready to scale. Our renewed focus on Uttar Pradesh – a key market – is central to this, and we aim to achieve double-digit market share there in the next 24 months.' He added: 'Despite being just 10 years old and facing disruptions like COVID-19, Bira 91 has grown at a 65% CAGR over the last decade to become a true 'Imagined in India' challenger to global brands. 'This success comes from building a fresh brand with flavourful products – and our UP brewery will bring this vision to life in India's most populous and rapidly transforming state.' "Bira 91 re-enters Uttar Pradesh through new manufacturing partnership" was originally created and published by Just Drinks, a GlobalData owned brand. The information on this site has been included in good faith for general informational purposes only. It is not intended to amount to advice on which you should rely, and we give no representation, warranty or guarantee, whether express or implied as to its accuracy or completeness. You must obtain professional or specialist advice before taking, or refraining from, any action on the basis of the content on our site. Error while retrieving data Sign in to access your portfolio Error while retrieving data Error while retrieving data Error while retrieving data Error while retrieving data

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