Asia Brewers Network

Bira 91 moves into Cider

30th January 2023

Popular Indian craft beer brand Bira 91 has recently announced the release of their newest addition to the beverage line: Hill Station Hard Cider Ale.

The launch is part of the company’s move to bring new ‘beyond beer’ categories into it’s House of Bira 91 portfolio.

The Indian market is witnessing an increasing demand for ready-to-drink options from a growing generation of consumers enthusiastic about experimenting with new flavours.

Speaking at the launch of the new product line, 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.”

3 cans of Bira 91 Himalayan Hard Cider Ale

The Himalayan Hard Cider Ale comes in 3 flavours (L-R) Original, Berry Twist & Strong

The Hill Station These Hard Cider Ales are made from a blend of Himalayan apples and mountain barley. Their flavours are dry and mildly sweet with a hint of malt and a tang of crisp orchard-fresh apples.

Three variants of the cider ales have been launched – Himalayan Apple Original (5.3% ABV), Himalayan Apple Strong (7.5% ABV), and Himalayan Apple Berry Twist (5.3% ABV).

Two of those variants have a low alcohol content, making them the perfect drink for those who want to enjoy a light and refreshing beverage.

Bira 91 has always been known for its unique branding and packaging, and the new cider is no exception. The company has gone for a nostalgic approach, featuring an old steam engine hoping to invoke memories of summer vacations in the hill stations.

“We are sure that Hill Station Hard Cider Ales will transport the consumers to their summer holidays spent in the hills, bringing back fond memories” says Jain.

With the increasing demand for innovative alcoholic beverages, Bira 91’s new cider is sure to be a hit with consumers. Whether you’re a fan of ciders or not, Bira 91’s new release is worth trying. With its crisp and refreshing taste, it is the perfect drink for any occasion.

The portfolio of Hill Station Hard Cider Ales will initially be available in 330ml bottles and cans across Bengaluru before any full nationwide roll-out.

Article by:

Charles Guerrier

Charles Guerrier

Charles founded SEA Brew in 2015 and is now responsible for the running of the Asia Brewers Network and associated activities. He travels extensively throughout the region putting his Beer Sommelier accreditation to good use.

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