Indian Craft Beer Bira 91 Clinches 5 Year Partnership Deal With ICC

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Indian craft beer Bira 91, has been named as an official partner of the International Cricket Council (ICC) till the year 2023. As a major aspect of the five-year association with the worldwide administering body of Cricket, the Indian brand will turn into an official supporter of worldwide competitions of the ICC. This partnership is assessed by marketing specialists to be worth $5 million and $6 million (approximately) per year. 

Bira 91
Image Source: ICC official press release

Bira 91 is one of the quickest developing Indian craft beer brands. And this would be the first invasion of the brand into sports. Bira 91 will be incorporated across digital and broadcast platforms as the official partner of ICC. All the in-venue activations at all the ICC occasions would also take place through their scope of products such as brew, non-jazzed up lager, and hot sauce. 

cricket
Image Source: Instagram via ICC

The news was a surprise and came just in time before the start of New Year. 2019 is expected to be the busiest year in the recent history of the game of cricket. Many prominent tournaments are lined up including the Men’s Cricket World Cup being held in England and Wales, and the debut version of the long-awaited ICC World Test Championship, which is slated to start next year as well. 

Indian cricket team with World Cup
Image Source: Instagram via ICC

This will be trailed by a similarly full calendar of 2020, with the ICC T20 World Cup and ICC U19 World Cup taking place in the same year. 

Bira 91 has grown multiple times in the last year and has scaled to be tantamount to the best ten craft breweries in the US. This is as far as volume is concerned and remarkably in only three years since its origin. Other than India, the organization has extended globally to the United States, Hong Kong, Singapore, Bahrain, and the UAE and has an anticipated expansion in Vietnam and UK as well. The organization hopes to extend its production five-times. As of now, its current capacity is to produce 350,000 barrels, and it is aiming at producing 2,000,000 barrels before the summer of 2019 hits in. 

Bira 91 Beer
Image Source: Instagram via Bira 91

By the year 2025, it is anticipated that this global craft beer market will reach over $502 billion. The growth of Bira 91 comes at a perfect time to turn this rising business sector in its favor and reach out to more and more customers.

Jasleen Kaur


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Jasleen Kaur

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