Premium Indian beer company Bira 91 recently announced it’s intention to expand into the hard seltzer category with it’s launch of ‘Grizly’ Hard Seltzer Ale.
This move comes hot on the heels of the introduction of ‘Hill Station’ Hard Cider Ale in January of this year.
The launch of both beverages are part of Bira 91’s ambition to expand beyond their beer portfolio into newer categories, such as ciders and seltzers, catering to young consumers’ evolving preferences by providing beverage options that are lower in alcohol and calories.
Grizly Hard Seltzer Ales are all-natural, low sugar hard seltzers available in three distinctive flavors: Peach & Black Tea (4.5% ABV | 120 calories); Blueberry & Rosemary (4.5% ABV | 120 calories); and Pineapple & Okinawa Sugar (7.5% ABV | 180 calories).
These unique flavour combinations were crafted by Bira’s in-house and guest mixologists who got creative and infused the finest herbs and fruits with alcohol, creating beverages tailor-made for mindful, increasingly health-conscious consumers looking for healthier and flavorful options.
Ankur Jain, CEO of Bira 91, said that Grizly aims to plug the gap in the market for low-alcohol, healthier, and delicious beverages. Minakshi Singh, Co-founder of Sidecar, was one of the ‘mixologists’, working with Bira 91 to create Grizly and commenting that it was an incredible experience.
As with their ‘Hill Station’ Hard Cider Ale, Grizly Hard Seltzers will initially only be available in Bengaluru before any nationwide roll-out.