Bira 91, Announces the launch of an exclusive House of The Dragon inspired beer.
Bira 91, the world’s fastest-growing premium beer brand, has introduced the second phase of its ‘Imagined in India’ campaign, which includes three new limited-edition beers: Fest Oktoberfest Lager, Fireworks Hoppy Wheat, and Diwali Vintage Scotch Ale.
These limited-edition beers were created as the ideal companions for the holiday season and are expected to boost gatherings around the country.
The festival themed limited release beers include:
- Bira 91 Fest – an Oktoberfest Lager, inspired by House of the Dragon
- Bira 91 Diwali Vintage Scotch Ale, with smoky aromas from scotch malts
- Bira 91 Fireworks, a hop-forward wheat beer
Continuing the ‘Imagined in India’ heritage, Bira 91 has continued its work with new artists to design the beer packaging for the second phase of the series, to honour the subcontinent’s thriving creative spirit.
Furthermore, the company has taken its cooperation legacy a step further this time by teaming with Warner Bros.
Fest Oktoberfest Lager
The Fest beer honours one of the most successful series, House of the Dragon, providing Indian fans with yet another opportunity to engage with this renowned franchise.
The beer is an Oktoberfest lager, a centuries-old beer style with origins reaching back to the 16th century that is malty with a clean, hop bitterness balance and has a toasted bread or biscuit-like malt fragrance and flavour.
Its colour ranges from amber orange to deep reddish copper.
The beer label has the House Targaryen emblem with the three-headed dragon superimposed over flaming flames, evoking imagery from the popular series.
Bira 91 also recently launched exclusive House of the Dragon x Bira 91 products for the shows’ fans in India, including glassware, graphic t-shirts, and collectibles such as bar blades and coasters inspired by the Seven Kingdoms.
Customers can purchase the limited-edition goods from this website.
Diwali Vintage Scotch Ale
Diwali Vintage, India’s first Scotch Ale, is a malty and rich beer with moderate sweetness from dark malts, gently tempered with the spicy bitterness of noble hops.
The overwhelming smoky aromas from peated malts used in the best Scotch whiskeys give the beer its robust flavour. The Diwali Vintage is a beer to enjoy gently by the fireplace while reflecting on the year that has passed.
Bira 91 worked with Kashmira Sarode, an illustrator and muralist, to create the packaging for the scotch ale. Sarode incorporates classic hand-drawn folk graphics into contemporary mixtures of pleasure and games.
Her passion for traditional hand-drawn folk artwork has been translated into a modern basic palette of gold and white for Diwali Vintage, filled with small touches for us to discover.
Fireworks Hoppy Wheat
The Fireworks Hoppy Wheat comes next, an explosion of hops and aromas with wheat adding an unexpected sweetness to the mouth.
This unique wheat beer is fermented with American ale yeast and has a robust hop finish, velvety mouthfeel, and fruity taste, making it ideal for any occasion.
As consumers prepare for the festival of lights, this unique beer style is sure to become a favourite!
Pranav Bhardwaj, an outstanding creative director and designer, designed the beer’s packaging.
His works are loud, colourful, and magnificent maximalism explosions. He displays all of his personal flaws, such as colours, shapes, and forms.
“After the massive success of the first phase, we are thrilled to launch the second phase of ‘Imagined in India’ portfolio, furthering our proposition of bringing experimental and flavorful beers to Indian consumers. Our brewers have used never-seen-before ingredients like peated malts to bring a unique combination of flavors that is apt for the upcoming festive season and celebrations.”
Ankur Jain, Founder, and CEO, of Bira 91 said
“Bira 91 and the House of the Dragon coming together is the perfect recipe for a blockbuster! We are thrilled to collaborate with Warner Bros. Discovery Global Consumer Products to honour the ongoing popularity of House of the Dragon with the production of our special edition beer, ‘Fest.’ We present India’s first scotch ale, Diwali Vintage, a wonderful partner for the holiday celebrations, and we take the festivities to the next level with Fireworks, a totally unique twist on wheat beers.”
he continued.
‘Imagined in India’ Limited Release beers will be sold in 330ml bottles and 500ml cans in Mumbai, Bengaluru, Delhi, and Pune in phase two.
ABOUT BIRA 91
Bira 91 is a refreshingly modern beer brand that was created in India with the goal of bringing delectable beers to the new globe.
Bira 91, one of the world’s fastest growing brands, has created a varied portfolio of award-winning beers, one for every occasion, and aspires to push the global change in beer toward greater colour and flavour.
Bira 91 is presently available in over 550 towns and cities in 18 nations, and its beers are produced in four breweries in India.
Bira 91’s primary taproom is in Bengaluru, where it launches one new experimental beer each week to go with its curry-shop menu.
Bira 91 also sells branded items in areas such as glasses, clothes, and gifts to make life a little more fun.
Established in 2015, Bira 91 is driven by a dynamic team of over 600 passionate beer lovers and is backed by Sequoia Capital India, Sofina of Belgium, and Kirin Holding of Japan.
About Warner Bros. Discovery Global Consumer Products:
