• Under ‘House of Bira 91’, the brand plans to experiment with fast growing premium beverage categories in India
• The ‘Hill Station Hard Cider Ale’ portfolio includes three variants and will be available across the country, starting with Bengaluru
Just in time for the new year celebrations, Bira 91, the world’s fastest-growing premium beer company, announced its foray into beyond beers with the launch of Hill Station, a category of Hard Cider Ales. The launch is part of the company’s move to bring new categories beyond beers, in congruence with the increasing demand for ready-to-drink options and a growing generation of consumers enthusiastic about experimenting with new flavours.
Hill Station Hard Cider Ales will have three flavours of hard ciders in its portfolio – Himalayan Apple Original (5.3% ABV); Himalayan Apple Strong (7.5% ABV); and Himalayan Apple Berry Twist (5.3% ABV). These Hard Cider Ales are made from a blend of the freshest Himalayan apples and mountain barley. Their flavours are dry and mildly sweet with a hint of malt and full flavour of orchard-fresh apples. The Himalayan Apple ciders are natural and crisp, that makes them perfect for all seasons and are best enjoyed over ice.
First major cider brand
Speaking on the launch, Ankur Jain, CEO, of Bira 91, said, “Over the last few years, the preferences of young Indian consumers have shifted drastically, and they are now keen on exploring newer categories, including ciders. With Hill Station Hard Cider Ales, we aim to become the first major cider brand in the country and expand the category for this beverage. Ciders help us become a part of wider occasions that call for celebration as they can be consumed throughout the year and are perfect for afternoons as well as evenings. We are bringing this product just in time for the new year celebrations and we are sure that Hill Station Hard Cider Ales will transport consumers to their summer holidays spent in the hills, bringing back fond memories.”
He further added, “With ‘House of Bira 91’, we are continually looking to explore beverage categories that are growing rapidly and recruit consumers from the larger beverage space. The launch of Hill Station Hard Cider Ales gives us an exciting opportunity to expand Bira 91’s portfolio and pioneer the growth of beverages in the Indian premium segment.” The portfolio of Hill Station Hard Cider Ales will be available in 330ml bottles and cans across Bengaluru, priced at ₹150.
Bira 91 has been bringing flavourful beers on a regular basis, a diverse portfolio of award-winning beers, aiming to drive the global shift in beer towards more colour and flavour. Bira 91 is available in over 550 towns and cities spread across 18 countries and brews its beers across four breweries in India. Bira 91 has its flagship taproom in Bengaluru, where it releases one new experimental beer every week, paired with its curry-shop menu.