Bira 91 introduces a sub-brand Boom to enter the mass beer market

Boom will be available in 330 ml 650 ml bottles and 500 ml cans and in two variants including Classic and Super Strong
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Bira 91, Sequoia India-backed domestic beer brand, has introduced a sub-brand Boom to foray into the mass beer market.

Boom will be available in 330 ml, 650 ml bottles, and 500 ml cans, and in two variants, including Classic and Super Strong. It will be accessible across key markets such as Maharashtra, Karnataka, Madhya Pradesh, Haryana, Uttar Pradesh, and West Bengal. The 650 ml bottle of Boom is priced between Rs 130-160 in the respective markets

Ankur Jain, Founder & CEO of B9 Beverages, which owns and sells Bira 91 brand of beers, said, "We strongly believe that consumers across all socio-economic and geographic spectrum want flavor in the beers that they consume. Bira 91 BOOM has been designed to fill that gap in the market and bring flavor to the masses. We aim to activate 10 new states and go deeper into our existing markets with this product"

In May 2018, B9 Beverages had raised Rs 332.6 crore from Sofina at a reported valuation of Rs 1,300- Rs 1,400 crore.

"The proceeds will be used primarily for expansion of Bira’ distribution in the Indian market, though we have also set foot in key global markets such as the US and Asia Pacific region,” Jain further stated.