13/08/2025
A brief Case Study of BIRA 91 Imagined in India Series.
Did Bira 91 just launch a city-specific beer?
Not really. 😏
This is Viansera Consulting kicking off Day 1 of my 30 Days - 30 Brands - 30 Skills, where we pick a brand, dig into its story, and then create something fresh around it.
Today’s pick: Bira 91 🍺
They ran the Imagined in India campaign—a celebration of Indian flavours, ingredients, and creativity. The aim? To stand tall as the world’s first global craft beer from India.
But I wanted to go beyond the campaign. So, we explored India’s beer & spirits space in depth and looked at how cultural positioning shapes product identity. Further created AI-generated visuals imagining new city-inspired flavours for Bira
Some numbers that tell you how big this space is:
✔️16 crore Indians consume alcohol (NFHS-5)
✔️Spirits market: $52.5B in 2025 → $64B by 2028 (CAGR 6.8%)
✔️Beer: ₹444.6B in 2024 → ₹802.5B by 2033 (CAGR 6.72%)
This challenge isn’t just about beer or marketing but it’s about showing how ideas, data, and creativity can come together to build something worth talking about.
If you’re a business that wants:
✔️Fresh concepts backed by insight
✔️Creative experiments that stand out
✔️Work that blends research, storytelling, and design
📩 Let’s talk. I’m collaborating with brands who want bold ideas turned into reality.
💬 Which Indian city do you think deserves its own beer flavour? Drop your pick 👇
