Asia’s first premium 100% agave spirit, Maya Pistola Agavepura, announces the rollout of its award-winning Añejo (An-ye-ho) variant across Haryana. Handcrafted in small batches, this expression reflects the brand’s unwavering commitment to authenticity and excellence, offering an elevated sipping experience born of time and tradition.
Fuelled by India’s growing interest, agave spirits have a projected growth rate of 12.69% by 2030, according to the iMarc group. Globally, the agave-based spirits category is set to increase at a volume CAGR of 7% from 2021 to 2026, according to the Indian Wine and Spirits Record.
Made from wild Agave Americana plants aged 11–13 years, Pistola Añejo is matured for over 14 months in Virgin American White Oak barrels. Deep golden-brown in colour, it offers an oaky nose of cocoa and dried figs with a subtle smoky background. This expression is smooth and rich, like a Christmas pudding, and is best enjoyed neat or with a splash of water. It was also described as “enchanting and approachable” by the International World Spirits Competition, making it perfect for single malt lovers, offering a touch of spiciness over a lingering sweetness.
Pistola Añejo, bottled at 40% ABV, is priced between ₹4,300 and ₹4,500 (750 ml) in Haryana, and the nips (180 ml) are priced between ₹1,000 and ₹1,200, both available at select retail stores across Haryana. It will also be pouring at leading F&B establishments across Haryana.
“With the growing demand for premium 100% agave spirits, expanding our footprint for Pistola Añejo into Haryana was the natural next step,” said Rakshay Dhariwal, Director & Founder, Maya Pistola Agavepura. “This market expansion reflects our commitment to making world-class aged agave spirits accessible to discerning Indian consumers. Pistola Añejo embodies our craftsmanship and our belief that India deserves homegrown spirits of international calibre.”
Kimberly Pereira, Chief Operating Officer, Maya Pistola Agavepura said, “Haryana represents more than just a new market for us. It’s an opportunity to deepen the way consumers experience agave spirits. Alongside Pistola Añejo’s arrival, we’re planning curated tastings at top bars to help people discover the nuances of aged agave. We aim to build a culture around premium agave spirits in India, not just make them available.”
Since its launch in 2022, the brand has become a symbol of excellence in the realm of agave spirits. They have expanded from Goa to Rajasthan, Maharashtra, Karnataka, Haryana, Delhi, West Bengal, and Assam. Internationally, the spirit is available in select key markets like Singapore, Thailand (Bangkok & Phuket), Europe (Germany, Austria, Denmark, the Netherlands and France), the USA (Chicago, Maryland, Washington DC, New Jersey and New York) and the UK (London).
The House of Suntory recently introduced Roku Gin – Sakura Bloom Edition in India. Inspired by the Sakura flower (also known as cherry blossom) and Japan’s world-renowned Hanami festival, which celebrates the tradition of “gazing at flowers”, this new edition brings the spirit of Japanese spring to life.
Rooted in the Japanese philosophy of Shun—the appreciation of each season’s best flavours—Sakura Bloom Edition captures the freshness and vibrancy of Springtime in Japan. Crafted with the soft, floral essence of Sakura flower, this gin evokes the timeless beauty of Hanami, the centuries-old tradition of gathering under blooming cherry blossom trees to appreciate nature’s transient beauty.
The gin features a delicate, sweet floral character, complemented by subtle salty notes from Sakura blossom leaves, creating a beautifully layered experience. Crafted with Roku’s signature blend of six Japanese botanicals, this edition enhances the natural sweetness of the Sakura, resulting in a delicately complex and perfectly balanced—Roku Gin – Sakura Bloom Edition.
“With the global appetite for Japanese gin growing steadily, the introduction of Roku Gin – Sakura Bloom Edition in India is both timely and strategic,” said Rishi Walli, Senior Director – Marketing, Suntory Global Spirits. “As consumer preferences evolve toward more delicate and refined flavour profiles, this expression strengthens Roku’s premium standing in the category while offering Indian gin lovers a sensorial journey rooted in nature and seasonality. This truly special release marries Japanese craftsmanship with heritage, delivering a differentiated, high-quality experience that Indian consumers increasingly seek. It features a heightened Sakura-inspired profile with soft floral notes, subtle sweetness, and the elegance of cherry blossom, tailored to delight”
Following its limited-time debut in global travel retail earlier this year, across key Indian airports including Mumbai and Delhi Duty Free, The House of Suntory’s exquisite Roku Gin – Sakura Bloom Edition is now set to roll out in select cities across India, with plans to expand nationwide over time. Launching just as the country prepares for a vibrant festive and wedding season, Roku Sakura Bloom is a good gifting option.
Glenmorangie – a name that is famed with Highland Single Malt has released an evolved version of its classic original – Glenmorangie The Original 12 Years Old. The new release is priced at INR 6,602 in Mumbai and INR 5,190 in Delhi, Glenmorangie Original 12 Years Old will be available across select outlets in India from October 27, 2025.
The new variant extends maturation from 10 to 12 years and the makers suggest that these added 2 years if maturation makes the malt truly unique. It adds smoothness, depth and complexity to Glenmorangie’s signature notes of orange, honey, vanilla and peach. The launch also marks the India visit of Dr. Bill Lumsden, Director of Distilling, Whisky Creation & Whisky Stocks at The Glenmorangie Company.
The 12-year expression comes hot on the heels of the recognition with a gold medal at the World Whiskies Awards 2024.
Dr. Bill Lumsden shared, “When we explored the idea of extending maturation, our goal was to bring added balance and dimension to The Original. The 12-year-old release builds on the familiar foundation while introducing subtle richness and complexity that naturally emerged over time.”Adding to this, Smriti Sekhsaria, Marketing Director, Moët Hennessy India, said, “Consumers in India are increasingly exploring aged single malts and nuanced flavour profiles. The introduction of Glenmorangie Original 12-Year-Old reflects this growing appreciation and aligns with the evolving preferences of discerning whisky drinkers.”
Says will inspire people to drink in a more responsible and moderate way
Students now challenged to create an even smaller beer
Carlsberg has created the world’s smallest beer, in collaboration with the research institute RISE, the company Glaskomponent, and a miniature artist Åsa StrandC. The aim is that the beer’s moderate size and non-alcoholic content will inspire people to drink in a more responsible and moderate way. In relation to the launch Carlsberg are also challenging students to create an even smaller beer.
Carlsberg have created a non-alcoholic beer measuring only twelve millimeters in height and containing 0.005 centiliter of non-alcoholic beer. The bottle is as small as a grain of rice and contains just a single drop of non-alcoholic beer. It comes complete with a Carlsberg label and a sealed cap.
“To promote responsible drinking, we present our most moderate idea ever. The world’s smallest beer holds only one-twentieth of a milliliter and is so small that it’s easy to miss. But the message is much bigger: we want to remind people of the importance of drinking responsibly”, said Casper Danielsson, Head of Communications at Carlsberg Sweden.
“Some might think the bottle doesn’t exist, or that the images are AI-generated. But it’s actually the product of craftsmanship, innovation and a close collaboration between us and several experts, Casper Danielsson continues.
How Carlsberg created the world’s smallest non-alcoholic beer
The project brought together several leading partners and experts. RISE (a Swedish state-owned research and innovation institute) made it possible to fill the bottle using precision capillaries designed for fiber optics. Glaskomponent, a company specializing in glassblowing for laboratory equipment, developed the bottle. Miniature artist Åsa Strand crafted and applied the cap, label, and coloring. Meanwhile, the non-alcoholic beer itself was specially brewed at Carlsberg’s experimental brewery in Falkenberg, Sweden, to deliver an intense taste experience despite the tiny volume of just 0.0050 centilitres.
“Crafting and applying the colour, cap and label for a bottle just twelve millimeters tall has been incredibly challenging and great fun. There was no established way of doing this, but with precision, patience and creativity we managed to make it work, says Åsa Strand, miniature artist.
Competition for Students
In relation to the launch, Carlsberg and Tekniska Högskolan Studentkår (the Student Union at KTH Royal Institute of Technology) are presenting a competition inviting university students across Sweden to outdo Carlsberg. The rules are simple: the smallest beer wins. The aim is to encourage boundary-pushing thinking – much like Carlsberg has done historically through innovations such as pure yeast cultivation and the discovery of the pH scale.
“Like Carlsberg, we students usually focus on the big questions. But we know that we can also grow even more from the smaller and trickier challenges, or as KTH would call them, intractable problems. I’m excited to see how KTH students take on this one, says Lydia Boij, President of Tekniska Högskolans Studentkårer.
The prize includes 10,000 SEK and a visit to the Carlsberg Research Laboratory in Copenhagen.
Tilaknagar Industries Ltd. (TI), in collaboration with Fairmac Shipstores Pvt. Ltd., has launched its flagship Mansion House Brandy alongside Monarch Legacy Edition, the first release under the company’s new luxury vertical, House of TI, at Hyderabad Duty Free. Travellers at Rajiv Gandhi International Airport can now experience the full spectrum of Indian brandy, from the award-winning Mansion House Brandy to the luxury offering, Monarch- 100% Pure Grape Brandy Legacy Edition.
Amit Dahanukar, Chairman & Managing Director of Tilaknagar Industries said “It’s exciting to expand our presence further in the travel retail sector, which is such an important space for showcasing Indian spirits on a global stage. Hyderabad Duty Free is a significant expansion in this, as it serves as a gateway for both Indian and international travellers. With Mansion House, we are bringing a trusted favourite, and with Monarch Legacy Edition, we are introducing a new luxury take on Indian brandy. Together, they highlight where the category has been and where it is headed.”
Sanaya Dahanukar – Marketing Manager of Tilaknagar Industries Ltd., commented, “Brandy has always enjoyed a strong following in Southern India, with nearly 98% of the brandy consumption concentrated within the region, and Hyderabad is an important gateway for that audience. At Duty Free, we are able to offer travellers both sides of the brandy story — the nostalgia of Mansion House and the sophistication of Monarch Legacy Edition.”
If there is one city in India where craft and collaboration thrive in equal measure, it’s Bangalore. From its pioneering breweries to its globally celebrated single malts, the city has long been at the heart of India’s evolving beverage story. Now, two of its favourite, award-winning brands — Amrut Distilleries, India’s first single malt makers, and Geist Brewing Co., have joined forces to create the Master Distiller’s Reserve by Amrut Distilleries – Stout Cask Finish.
A limited edition with just 224 bottles, this Master Distiller’s Reserve is a single-cask, unfiltered single malt whisky bottled at 46% ABV and finished in ex-stout barrels that once held the Geist Imperial Stout. The result is a truly intriguing whisky for consumers — one that balances Bangalore’s love for craft beer with India’s devotion to single malts, offering rich complexity with flavours of chocolate, caramel and cocoa intertwined with layers of honey, dried dates and gulkand (rose petals) — a finish not seen by Amrut’s Head Distiller Ashok Chokalingam before. It will be available exclusively at select retail stores across Bangalore, priced at INR 7,500.
The packaging design for this limited-edition collaboration pays homage to Karnataka’s rich cultural heritage through a modern lens. Drawing inspiration from the elegance of Mysore silk, the label and box design evoke the fabric’s smooth texture and refined craftsmanship—mirroring the character of the whisky itself. The gold zari border features motifs rooted in the state’s history: Kempegowda’s tower, symbolising vision and endurance; the Mysore Dasara elephant, representing strength and grandeur; and the Kodava Peeche Kathi dagger, a mark of mastery and boldness. Together, these elements reflect the shared pride, precision, and provenance of two homegrown brands coming together to create something distinctly from Karnataka.
A Collaboration Born in Bangalore
The idea began with a shared curiosity between two makers who have redefined their respective categories. Amrut sent freshly emptied whisky barrels to Geist Brewing Co.’s brewery on the outskirts of the city, where the Geist Imperial Stout craft beer was aged, gently absorbing whisky’s unmistakable character (combination of wood and whisky). Once emptied, the barrels returned to Amrut to finish the single malt. The stout was infused with the goodness of the oak and the whisky, while the whisky drew in the beer’s chocolatey, roasted character, creating an exchange of flavours never attempted in India.
Vidya Kubher, Brewmaster at Geist said “When we aged our Geist Imperial Stout in those whisky barrels, we saw a slow, steady transformation. We picked the Geist Imperial Stout because stouts are among the most versatile styles for barrel ageing. They’re bold enough to hold their ground against wood yet accommodating enough to absorb its character — ideal for a long, slow exchange like this. The beer’s roast character softened over time, making way for vanilla, dried fruit and spice. It was incredible to watch those flavours unfold naturally, without intervention.”
Ashok Chokalingam, Head Distiller at Amrut Distilleries added “When whisky remains unfiltered, it gains nearly 20% more aroma and flavour intensity. The mouthfeel becomes richer, and the legs on the glass fall more slowly. It’s as close as you can get to sipping straight from the cask.”
Head Distiller’s Flavour Notes:
Nose: A vibrant opening of fruit marmalade, leaning distinctly toward orange marmalade, quickly followed by a captivating layer of dark chocolate. Beneath this, a delicate hint of gulkand (rose petal preserve) emerges — soft, floral, and gracefully restrained. Vanilla gently teases through the layers, underpinned by a pronounced note of honeycomb that adds warmth and complexity.
Palate A bold burst of fruit marmalade greets the palate, accompanied by a rich oiliness — a signature of the infiltration process. The dark chocolate returns, this time luxuriously coated in honey, delivering a velvety, indulgent texture. Syrupy and smooth, reminiscent of golden syrup, the mid-palate transitions into a more mellow phase, with the rose petal note from the gulkand reappearing — subtler now, but still enchantingly floral.
Finish: A sparkling, spicy finish that lingers beautifully. Warming, vibrant, and satisfying — it leaves a lasting impression of depth and elegance.
The Founder and CEO of Bira91, Ankur Jain in a LinkedIn post has briefly addressed his ‘team’ on the ongoing crisis and there has been mixed reaction to the post, some baying for his blood, while others hoping that the brand will bounce back.
Jain’s post read “Most of you may have read media articles about the company in the past couple of days and I would like to address these articles and share light on the direction in which we are headed.
“First, my singular focus is on completing the fundraise and protecting the interests of Bira 91 and its employees. My commitment to Bira 91 and to each of you is foremost: I am in discussions with investors to secure the capital required to protect your interests and stabilize the business. A lot of you may have read recent media coverage on the progress we have made on capital raise in the recent days – and while there are still many bridges to cross, we are confident that we will be able to bring these efforts to a positive conclusion, subject to co-operation of our investors. All stakeholders have been supportive of positive outcomes for the company in the past, and we are sure that they will continue to stand by the company and support our efforts.
“Second, it is my commitment that employees are being and will be prioritized in entirety in the fundraise efforts. I am keenly aware of the disappointment and distress, however, trust me – no employee’s interest will be sacrificed as we succeed in our efforts. In the last ten plus years, my attempt has been to ensure that payroll goes out on time, even at the cost of other critical investments. Our track record from 2015 to early 2025 has demonstrated this value and prioritization, and I am confident continuing the same culture with the new fundraise. We have seen negative press on the company recently – which is inaccurate in several facts, unsubstantiated and driven by convoluted and cynical objectives. Despite this speedbump, I am optimistic that we will bring back Bira 91 on the growth highway.
“Third, I along with the management team are standing firm and are doubling-down on our efforts to restore the company to the heights we achieved together – including to raise capital and accelerate business operations. We are here to stay, and I firmly believe, no one cares about this team, brand and organization more than this leadership team. We are certainly the most committed team that wants to bring this company back to its much deserved health, and in short order, we will get there.”
A strong reaction came from Arun Purohit, a minority stakeholder in Bira, who said that Jain’s post was generic and did not address specific issues damaging the reputation of the company.
Purohit questioned “Why was the renaming planned and executed in such horrible/haphazard way that BIRA disappeared from all stores for months? Why proper compliance officers who handle excise and interstate logistics were not consulted?”
He also pointed to news items wherein some key employees had sought the removal of Jain from the post of CEO and wanted to know what brought things to this abysmal level. “The tone of your post communicates -BIRA is struggling for its fund raise. It doesn’t have clear support of existing investors today. I didn’t subscribe to the Rights issue. Thumb rule of investing: You are not ready for funds when seeking the investors out but when they are seeking you.”
Purohit concluded that Bira needed good management guidance and a person who can speak truth to the CEO. “Sycophants around will only drive you down the doom loop.”
A similar reaction came from Kedar.D who said “Bira91 asked employees to resign the same day, no warning, no option. HR was furious if someone delayed resignation by even a day — but now it’s been months and not a single full & final or Provident Fund has been cleared.
“You promised to pay dues and protect employees — but those same people are struggling with home loans, kids’ fees, and family needs.
“You don’t even reply to mails. Instead, you come here on LinkedIn to sound sympathetic. Should I post screenshots of the conversations and promises made?” Kedar also questioned Kirin Holdings Co., Ltd and Peak XV Partners asking them whether this is “your definition of leadership and accountability?”
Kirin, a global brewing major that owns around 20.1% of Bira 91, has been a key strategic investor since 2021. The Japanese company, known for its Kirin Ichiban beer, entered India through Bira to capture a share of the country’s rapidly growing premium beer segment. Peak XV (Sequoia Capital) was the largest shareholder in Bira with 24.83% holding.
There are vendors who have posted that their bills have not been cleared, one mentioned a bill of Rs. 17 lakhs pending.
Akshay Tiwari in his reaction to the post said he knew an employee whose daughter had been sent back home from school for not paying fees and a person who had defaulted on home loan. “You have literally destroyed people’s lives.”
But there are many who are backing Ankur Jain and the brand Bira to bounce back from these troubling times. The Senior Vice President, Chief of Integrated Supply Chain and People at Bira91, Sudhir Jain said “I am confident that Bira 91 will bounce back.”
Sources have told Ambrosia that there are a number of employees who haven’t got their salary arrears and also vendors who haven’t got their due payments running into lakhs, waiting to see how this plays out and then file criminal cases against the CEO. Sources reminded that this was playing out like Kingfisher where the employees who were left in the lurch filed court cases.
How Ankur Jain is going to navigate through these difficult times, remains to be seen. However, one aspect is crystal clear – those in the alcobev industry have to be up to date with the quagmire of excise rules of the various states, if they need to survive.
The GlenJourneys a luxury single malt brand co-founded by actor, entrepreneur Ajay Devgn, along with Cartel Bros, officially steps into the Indian retail space with its Cask Series. After the debut of its flagship Pioneer Edition, a rare Luxury 21-year-old Highland single malt priced at ₹50,000, which was available in select international duty-free shops, The GlenJourneysis now available in India with a premium edition priced at ₹ 6409. With this entry, the brand is aiming to capture 20% of India’s rapidly expanding luxury whisky single malt segment within the next two years in an industry currently growing at 7% year-on-year.
Crafted in the Scottish Highlands, The GlenJourneys new Cask Series—finished in Rum, Bourbon, and Sherry casks—has been curated exclusively for India, bringing together global whisky-making expertise with a vision tailored to the local market. The Pioneer Edition, with only 600 bottles released worldwide, positioned the brand on the global luxury map.
Maharashtra will be the first market for The GlenJourneys Cask Series, with the brand targeting 10,000 cases in the state by the end of this financial year. The next phase of the rollout will see launches across Haryana, Uttar Pradesh, Goa, and Chandigarh in November 2025, followed by other key markets in early 2026.
Left to Right: Rohan Nihalani, Manish Sani, Ajay Devgn, Mokksh Sani – Co-Founders of Cartel Bros, Luvish Sani – Director of The Cartel Bros
Mokksh Sani, Founder of Living Liquidz, Mansionz, and Co-founder of Cartel Bros, said, “Age refines a whisky— but a great cask defines it. Twelve years may give you a beautifully matured spirit, but a fine cask finish transforms it—it’s not just apple, it’s apple plus. Each expression in The GlenJourneys Cask Series reveals its own distinctive character on the palate, setting it apart from the conventional single malts that simply line the shelf.”
Ajay Devgn, Co-Founder of The GlenJourneys, added: “Globally, whisky lovers are chasing cask-finished malts for the craftsmanship they embody—where tradition meets innovation, and patience meets precision. The GlenJourneys elevates that pursuit with a Cask Series that’s been thoughtfully curated, where every finish reveals the quiet power of time, wood, and artistry.”
The genesis of the crisis was changing name from a ‘Private Limited’ to a ‘Limited’
Every state excise department operates as a separate ecosystem, compliance accordingly matters
B9 Beverages Limited reported accumulated losses of Rs. 1,904 crore for FY2024
Once the toast of India’s new-age alcoholic beverages market, Bira91, the youth-focused beer brand that helped popularise craft brewing across urban India, is now in deep trouble, hit by a combination of regulatory missteps, cash flow pressure, employee unrest and investor anxiety.
The company, B9 Beverages Limited, which built its image around fun branding and innovative brews, is battling a perfect storm that has left operations disrupted, morale shaken, and market share eroding across key states. The auditor of B9 Beverages has reported that the company’s net worth has fully eroded. In its report for the fiscal year 2024, the auditor noted that the group is exposed to market risk, credit risk and liquidity risk, impacting the fair value of its financial instruments.
What first began as a routine legal formality converting from a “Private Limited” to a “Limited” company ahead of a proposed IPO, quickly snowballed into a full-blown crisis. Under India’s highly fragmented and state-driven excise regime, even a small change in company name triggers a cascade of fresh licensing, label registration and regulatory approvals. Bira91 was caught in the regulatory mess.
The state excise departments treated the name change as a new entity altogether, effectively blocking the sale of its products until new clearances were obtained. Overnight, inventory worth an estimated Rs. 80 crore was rendered unsellable because packaging and labels carried the old entity name. Warehouses piled up with stock that couldn’t be invoiced, distributors were left stranded, and sales teams were left explaining to retailers why one of India’s most visible beer brands had suddenly vanished from shelves.
Regulatory Bottlenecks Lead to Financial Distress
As regulatory bottlenecks dragged on for months, the financial impact deepened. For FY24, it reported accumulated losses of Rs. 1,904 crore, negative cash flow of Rs. 84 crore, and liabilities exceeding assets by Rs. 619.6 crore as of March 31, 2024. The company is yet to file its financials for fiscal 2025.
Volumes have dropped from roughly nine million cases to about six million. For a company that once prided itself on doubling output every year, the reversal is steep and painful.
Liquidity quickly became the next casualty. Employees across multiple offices began complaining of delayed salaries and reimbursements, vendors said payments were months overdue, and even statutory dues like provident fund contributions and TDS remittances reportedly lapsed. In an effort to bridge working capital gaps, the company turned to fintech platforms such as KredX to raise short-term funds by discounting trade receivables, but even those arrangements began showing strain, with some investors reporting delayed interest payouts.
Ankur Jain, Founder-CEO, BIra91
Internally, the crisis has sparked serious governance turmoil. In September this year, over 250 employees signed a petition demanding the removal of Founder-CEO Ankur Jain, alleging lack of transparency, poor communication and non-payment of dues. The employee strength of the company has come down drastically from over 700 to barely 260. “There’s no clarity from the top, and even HR doesn’t have answers,” one former mid-level executive lamented.
For investors, the crisis has not been any different. Bira91 had attracted marquee backers including Japan’s Kirin Holdings, Peak XV Partners (formerly Sequoia India), and Sofina. The brand was widely viewed as a rare Indian startup that had cracked the consumer lifestyle code, blending bold design with mass appeal. The proposed 2026 IPO was to be its coming-of-age moment, a chance to exit early investors and showcase scale profitability. Instead, the company finds itself firefighting on multiple fronts, scrambling to raise fresh funds to simply stay afloat. Reports suggest negotiations are underway for a Rs. 500-crore structured debt infusion from BlackRock through the promoter group, but those close to the talks say due diligence has been protracted given the scale of losses and ongoing regulatory uncertainties.
Damage Control Mode On
According to some reports, the company has been in damage control mode, restarting sales in some states, cutting fixed costs, and resetting its compliance roadmap. Delhi and Uttar Pradesh markets are reportedly back online, though Haryana and a few others remain mired in paperwork. The company brought in Vikram Qanungo as Chief Financial Officer, replacing Meghna Agrawal. It is working on streamlining operations and putting in place new governance protocols. Insiders say the focus now should be on cost rationalisation and restoring confidence among distributors and employees.
Industry observers see the episode as a cautionary tale for India’s alcobev sector, where every regulatory nuance matters. A name change that would be routine in most industries became a nightmare because excise laws treat such events as new entities altogether. In the alcobev sector if one is operating in 10 or 12 states, that means one has to reset one’s business that many times. The case underscores the fragility of scaling in a market where compliance, not consumer demand, often determines survival.
For years, Bira91 symbolised the aspiration of India’s urban millennials, fun, contemporary, and proudly local. Its colourful monkey logo became an icon of the “new India” bar culture. The brand’s rapid rise between 2015 and 2020 was driven by aggressive marketing, smart positioning and flavour experimentation, from white ale to IPA, making beer cool again for a generation raised on mass lagers. But the same velocity that powered its rise also resulted in its fall. The push for rapid expansion ahead of an IPO, without sufficient compliance buffers or cash discipline, left the company over-leveraged and exposed.
The immediate challenge now is survival, ensuring that distributors return, vendors get paid, and employees regain trust. But the question is, can it rebuild credibility with investors and regulators alike? Analysts say the fundamentals of the Indian premium beer segment remain strong, with per-capita consumption still among the lowest in Asia and rising disposable incomes driving steady growth. Bira91 could yet stage a comeback if it can stabilise operations and re-establish regulatory compliance. That is a big ask, as of now.
Rebuild Compliance Network
The company has to focus on a few key points—rebuild compliance network by mapping every state’s regulatory nuance before corporate actions; exercise tighter cash flow management with full transparency on employee and statutory dues; prioritise core markets where licences are active and distributors loyal; and restore governance credibility. Bira still has brand equity, though dented, as of now.
The broader takeaway for the industry is clear: the alcobev business in India is not just about branding and flavour, it’s about regulatory foresight and disciplined execution. Even large, well-funded players can falter if they underestimate how state excise frameworks respond to structural changes. With every state operating as a separate ecosystem, a single oversight can cascade into months of paralysis. For startups and established companies alike, the lesson is that growth must be matched by governance.
As things stand, Bira91’s journey reads like a case study in how quickly success can unravel in a sector where compliance is king. The brand that once defined India’s craft beer movement now faces the challenge of its life, navigating the quagmire of regulation, rebuilding financial credibility, and re-earning the trust of the very people who made it a good brand. The next couple of months is going to be critical for the brand. Will it emerge from the crisis, it remains to be seen.
The Madhya Pradesh Travel Mart (MPTM) 2025 which concluded recently saw over 400 travel agents from India and 27 participate and Woodpecker was a beverage partner, hosted at the Jehan Numa Palace, Bhopal.
The evening showcased Madhya Pradesh on a global platform highlighting the heritage and potential of its tourism. It also displayed a curated culinary spread celebrating the region’s cuisine, and an open-air experience where guests mingled, accompanied by Woodpecker’s refreshing brews.
Deepak Arora, CEO, SOM Group of Companies, said, “Woodpecker’s partnership with the Madhya Pradesh Travel Mart is a celebration of Indian entrepreneurship, craftsmanship, and culture. We are proud to be part of an event that not only showcases Madhya Pradesh’s tourism potential, but also connects India with the world. Jehan Numa Palace provided the perfect setting for Woodpecker, a brand born in India yet global in its spirit to complement the evening’s energy and elegance. The gala dinner became one of the most talked-about highlights of MPTM 2025, where state officials, global travel professionals, and international media representatives shared experiences over fine food and craft beverages. It symbolised the essence of modern tourism, a meeting of ideas, cultures, and shared aspirations for sustainable growth. We are happy to be a part of such an initiative by the Govt. of Madhya Pradesh. With its continued commitment to premium experiences, Woodpecker aims to engage with more lifestyle and tourism-led platforms that resonate with the brand’s philosophy- refreshing, youthful, and proudly Indian.”
