New Delhi, October 2024: Bira 91, India’s fastest-growing beer brand, is kicking off the festive season with two new Limited Release brews, F*** F*** Fest Lager, a Märzen-style beer and The Hefeweizen, a German Style Wheat beer at Free Flow Fest this October. Free Flow Fest is a celebration of the festive spirit of Dussehra and Oktoberfest with music, culture, and beer.

Offering a distinctly Bira 91 experience for the beer community across the country, Free Flow Fest promises a month-long immersion into Bira 91’s world with exclusive events and beer experiences in key markets across the country. The festival underscores Bira 91’s commitment to innovation, with a focus on creating engaging, consumer-driven experiences that reflect the brand’s playful and bold identity. By blending festive cultural elements with an elevated beer experience, Free Flow Fest showcases not just new brews, but more meaningful ways for beer enthusiasts to connect with the brand.

At the center of this celebration are Bira 91’s two new beers, crafted specifically for India’s festive season. Bira 91’s F*** F*** Fest Lager is brewed in the traditional Oktoberfest beer style, using 100% Pilsner and Munich malts that impart a rich, amber hue. This Märzen-style lager has strong malt notes, balanced perfectly by the refreshing pine aromas and pleasant bitterness from German Noble hops. With an ABV of 4.5% and an IBU of 18, this brew offers a full-bodied flavor, making it an ideal companion for the festive season.

Bira 91’s Hefeweizen, a classic German-style wheat beer, is inspired by centuries-old Bavarian brewing traditions. Using the finest wheat malts and German hops from Bavaria, this unfiltered wheat beer is low in bitterness and has a velvety finish. The Hefeweizen offers delightful aromas of banana, honey, and clove, with a creamy foam that enhances the drinking experience. With an ABV of 4.7% and an IBU of 10, this brew is smooth, flavorful, and refreshingly light.

Commenting on the collaboration, Ankur Jain, CEO, Bira 91, said “We're excited to kick-off the festive season in India with Free Flow Fest, Bira 91's largest consumer activation till date. With an exciting lineup of events across the country, Free Flow Fest will give consumers a chance to try our portfolio of flavorful beers surrounded by music and beer-led experiences. Our brewers have done a fantastic job in brewing 2 classic festive brews, which are now pouring across our taprooms in India”

Spanning Delhi, Mumbai, and Bangalore, Free Flow Fest will also feature performances by top Indian artists, including The F16s and Raman Negi to name a few. Bars and restaurants will offer beer-and-food pairings, with Oktoberfest-inspired menu curated to enhance the flavours of Bira 91’s new brews. Beer enthusiasts will also have the opportunity to attend beer-tasting sessions led by expert brewmasters, offering insights into the brewing process and flavour profiles of Oktoberfest and Hefeweizen at Bira 91 Taproom in Delhi.

About B9 Beverages:

A refreshingly modern beer brand, imagined in India, Bira 91 aspires to bring flavorful beers to the new world. As one of the fastest-growing brands in the world, Bira 91 has built a diverse portfolio of award-winning beers, one for every occasion, and aims to drive a global shift in beer towards more color and flavor. Bira 91 is now enjoyed in over 1000 towns and cities spread across 25 countries and brews its beers across six manufacturing units in India. In 2023, B9 Beverages entered the Beyond Beer category and launched Hill Station Ciders – its portfolio of alcoholic ciders and Grizly Seltzers – its line of hard seltzers inspired by cocktails. Bira 91 operates seven taprooms in Bengaluru and Delhi NCR, where it releases one new experimental beer every week, paired with its curry-shop menu. It has also recently acquired The Beer Café, India’s leading Alco-Beverage chain to strengthen its play in pubs and taprooms and build India’s first large-scale direct-to-consumer platform focused on beer and innovation. Bira 91 also offers branded merchandise across categories such as glassware, barware, apparel, and gifts, to make every day a lot more playful.

Established in 2015, Bira 91 is driven by a dynamic team of over 1600 passionate beer lovers and is backed by leading investors from across the world – including Japan's leading beer company, Kirin Holdings, Japan’s largest bank, MUFG Bank, Tiger Pacific Capital from New York, Sofina of Belgium, and Peak XV Partners (formerly Sequoia India).