India’s iconic The Beer Cafe and global brand Bira 91.
In the bustling beer world, where every sip tells a story, two distinct voices have become prominent: Bira 91 and The Beer Cafe. Born from a shared passion for brewing excellence, these brands have captivated palates and reshaped the beer industry’s landscape, each carving out its unique niche in the frothy sea of competition.
Bira 91’s Story
Homegrown beer maker Bira 91, founded in 2015, quickly made waves in the beer industry, aiming to redefine the beer experience. By 2017, it expanded to the United States and, in 2019, secured a groundbreaking five-year ICC sponsorship, a first for any Indian beverage brand.
With annual sales hitting $170 million, Bira 91 is among the world’s fastest-growing beer manufacturers, driving a global shift towards diverse beer flavours and colours. In April 2020, it raised $5 million from existing investors, Sofina and Sequoia India, to combat inflation by focusing on premium beer sales.
Scaling up post-COVID, Bira 91 increased its monthly capacity from 600,000 to 2.2 million cases, resulting in a remarkable 76% volume rise to 727.6 crores in FY 2021-22, with a 40.39% growth rate against FY21.
In a groundbreaking move that sparked excitement throughout the industry, Bira 91 announced its acquisition of Kamakhya Beer, a Chhattisgarh Distilleries Private Limited subsidiary.
The acquisition was seen as a strategic move to expand production capacity and cater to the increasing consumer demand across the region. And hot on the heels of this deal, rumours began to swirl of Bira 91’s plans to secure an additional $70 million from Kirin Holdings, further fueling its ambitions and solidifying its position as a major player in the global beer market.
The Beer Cafe’s Story
The Beer Café has been quietly making waves since its inception in 2012. Founded to create a haven for beer enthusiasts, The Beer Café quickly became a go-to destination for those seeking a curated selection and inviting ambience. With 33 outlets spread across 15 tier 1, 2, and 3 cities, The Beer Café had become synonymous with quality, drawing patrons from all walks of life. Led by CEO and founder Rahul Singh, the brand’s commitment to offering the widest variety of beers remained unwavering, earning it a loyal following and a reputation for excellence.
The Merger of The Beer Cafe and Bira 91
Yet, amid the excitement and optimism, challenges loomed on the horizon. Competition from industry giants such as Kingfisher, Tuborg, Carlsberg, and Anheuser-Busch InBev posed a formidable threat, forcing Bira 91 and The Beer Café to innovate and adapt to stay ahead of the curve constantly.
Partnering with The Beer Cafe, Bira 91 planned to solidify its presence in pubs and taprooms while expanding its reach. With the Indian beer market projected to hit Rs 580 billion by 2027 at a 9.2% annual growth rate, both brands are poised for further expansion.
Another push to help them simplify their bar management was the all-rounder Petpooja bar pos.
“The Beer Café has a strong consumer base that is loyal and passionate towards the brand. We have a strong operating model, and by leveraging on the strengths of Bira 91, we will be able to enhance the consumer experience and take the brand to newer heights. The neutrality of The Beer Café brand offering the most variety of beers remains intact.”
– Rahul Singh
Petpooja’s Role in the Journey
Through their partnership, Petpooja, India’s leading restaurant and bar billing software, played a pivotal role in optimising operations for both The Beer Cafe and Bira 91. Leveraging Petpooja’s intuitive POS software, both brands streamlined their processes and enhanced customer satisfaction with a suite of features tailored to the bar and brewery industry:
1. Inventory Management: With Petpooja POS, The Beer Cafe’s 20 outlets and Bira 91’s 5 stores, including 2 brewery outlets in Ludhiana and Mumbai, gained real-time visibility into liquor stock levels. Automatic updates and low-stock alerts ensured continuous availability of popular beverages, preventing stockouts. Moreover, Petpooja’s advanced inventory management capabilities, such as FIFO/LIFO tracking, expiry date management, and batch tracking, empowered businesses to efficiently manage their inventory from a centralised location.
2. Customizable Menus: Petpooja’s POS system facilitated seamless menu customisation, allowing bars to easily add, edit, or remove items to cater to changing preferences and seasonal offerings. Bartenders could also create custom drink recipes and adjust prices accordingly, providing flexibility and agility in menu management.
3. Compliance Features: Petpooja’s built-in compliance features ensured both breweries adhered to regulatory requirements, such as age verification for alcohol sales and tax reporting. Customisable tax and duty settings enabled compliance with varying state regulations, minimising the risk of fines and penalties.
4. Table Ordering App: The Petpooja Captain App simplified the ordering process by enabling servers to take orders directly at the table using tablets, iOS, or mobile devices. This streamlined approach improved order accuracy, reduced wait times, and elevated the overall dining experience for patrons.
5. Analytics and Reporting: Petpooja’s Dynamic Reports provided actionable insights into sales trends, customer preferences, and overall business performance. The Beer Cafe benefited significantly from the waste management report, which helped identify and minimise inventory and product wastage, driving operational efficiency.
By harnessing Petpooja’s bar billing software, The Beer Cafe and Bira 91 enhanced operational efficiency, improved compliance adherence, and elevated customer satisfaction, solidifying their position as industry leaders in the bar and brewery segment.
“In a nutshell, Petpooja’s bar POS is an all in one tool to manage your sales, expenses, inventories in a convenient & easy to use environment.”
– Arvind Yadav
Conclusion:
Bira 91 and The Beer Café exemplify the power of innovation, resilience, and strategic partnerships in the beer industry. Bira 91’s rapid growth and global presence showcase the potential for disruption and expansion, while The Beer Café’s commitment to quality and niche offerings has earned it a loyal following. Both brands have leveraged partnerships to navigate challenges and drive success. Their stories inspire the industry to embrace passion, innovation, and collaboration for limitless possibilities in every sip.
Key Takeaways:
1. Innovation, adaptability and strategic partnerships drive success in the beer industry, as seen in Bira 91 and The Beer Café’s stories.
2. Advanced management software like Petpooja helps to optimise operations and elevate customer experiences.
3. Effective market expansion requires a blend of vision, strategy, and execution, both locally and internationally.
4. Maintaining quality, diversity, and customer satisfaction is paramount for building strong brands and fostering loyalty in a competitive market.
