As part of Imagined in India, Bira 91 launched four unique limited-release beers in collaboration with Kulture Co.
Who said beer needs to be an acquired taste? Bira 91, the world’s fastest growing premium beer company, certainly doesn’t agree.
The same is evident in their recently launched Imagined in India, a portfolio of four new limited-release beers. If the flavours are anything to go by, they’ve definitely managed to pique consumer interest and capture India’s truly authentic flavours all at once.
Inspired by the country, the flavours include Bollywood IPA, Kokum Sour, Brown Ale, and Mango Lassi. Crafted with indigenous ingredients, Imagined in India is driven by the raw creativity of today’s India led by emerging artists, entrepreneurs, and startups.
True to its blockbuster name, the Bollywood IPA variant is perhaps the ale the country was waiting for. It’s loud, flavorful, and vibrant with a tropical twist, inspired by West Coast IPAs that were born in California. Coming in as a cure for an exceptionally hot summer is the Kokum Sour, that combines the traditional ingredient of the Konkan Coast and the affinity of the Indian palette towards sour flavours.
The Brown Ale exists to serve those who like their stouts and such, and is a blend of English Nut Brown Ale plus Antwerpian Amber with strong notes of coconut and vanilla. And finally, the most eyebrow raising flavour is definitely the Mango Lassi. An experimental summer essential, this flavour merges Bira 91’s flagship Wheat Ale and a milkshake beer into one flavorful bomb.
Commenting on the launch, Ankur Jain, Founder and CEO, Bira 91 says, “Each beer is brewed with unusual ingredients – local and seasonal – which makes them unique and bursting with flavour. Each of these flavours originated at the Bira 91 Limited-release Taproom at Koramangala, Bengaluru, where they received tremendous consumer love and affinity. The flavours were voted as the top-ranked choices by beer lovers, which inspired us to bring them to consumers across the country.”
What makes the Imagined in India range truly special is the attention to detail and aesthetic. The art clearly pops, and is sure to catch your eye or even remain on your shelves long after the beer disappears. To bring alive the spirit of the flavours, Bira 91 brought on Kulture Co., a curated platform spearheading the new wave of Indian Graphic Art across borders.
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The brand onboarded contemporary Indian artists from the Kulture Lab – artists who are breaking the mould and taking modern India to new frontiers – to conceptualise and design the packaging of the four new flavours. Channelizing their art and creativity on a new canvas, artists Ranganath Krishnamani, Osheen Siva, M. Sajid and Prince Lunawara showcase a vibrant palette of local stories around shared identities painted onto these beer cans, paying homage, and narrating the story of our home country.
Sharing the idea behind designing the packaging of Bollywood IPA, artist Ranganath Krishnamani says, “Conceptualising the packaging of a flavour so bold and dynamic, that it takes you to the heart of Mumbai, where all things Bollywood originated, was truly exhilarating. Incorporating the charming art deco cinemas in Colaba, the iconic ‘kaali-peeli’ cabs, and the vintage colour scheme was the perfect way to capture Bollywood on a can.”
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Designer of the Kokum Sour packaging, Osheen Siva, shared insights on the thoughts behind the masterpiece, “Kokum is a tangy flavour, us Indians have developed a taste for since childhood. To depict a taste so loved yet so new to the beer industry was exciting. I conceptualised it to be something offbeat and loud. For me, the can had to give consumers an idea of what they were picking up from the rack when indulging in a Bira 91 Kokum Sour Beer.”
The Imagined in India limited release beers will be available across Delhi, Mumbai, Bengaluru, and Pune. Grab it soon!