Bira; from premium to mass
Forbes reports that Bira is launching Boom, a beer for the masses.
Why does it matter?
All offerings till now targeted the premium market.
Maximum beer sells in the mass market. Current leaders are Kingfisher strong and Tuborg strong.
Kingfisher’s total share is 44%, Carlsberg’s has 16.9% and AB InBev has 24.6% share by volume in 2016.
Beer sales in volume terms will grow by an average of 6.9% annually between 2018 and 2022.
India consumes less beer in litres per capita than most Asian countries such as China, Vietnam, Phillipines, Cambodia, Thailand, Singapore.
Bira’s arsenal:
Bira light, Bira strong, Bira white, The Indian Pale Ale, Blonde
A pint bottle ( 330ml) costs upwards of INR 100.
Bira Boom’s bottle (650ml) should cost between INR 130 and INR 180.
Bigger picture:
Delhi-NCR has nearly 50 million people, yet it stands 11th when it comes to beer consumption.
Local brands such as Bira can capture the local market, before going national.
Worth drinking more: