Ascend Guest Lecture Series | Mr. Aditya Sud, Director | B9 Beverages

It was a delight to host Mr. Aditya Sud, the Director of B9 Beverages at IIFT for a guest lecture. Mr. Sud took us through the journey of Bira 91 right from the ideation stage to its current position as India’s favorite craft beer brand.

“I’ll drink beer during the football World Cup only when Bira sponsors it.” – Mr. Aditya Sud

It was a fun filled session, unlike the usual prosaic lectures. Mr. Sud was truly a raconteur whilst he talked about the path of Bira – from being the first craft beer in the country to the goal of having 5 breweries across states in 2019.  He emphasized on the fact that majority of the employees are industry outsiders because of the strong belief that outsiders are more willing to challenge the norms and make the company grow faster. He also talked about the marketing strategies of Bira and although it is always being compared to Kingfisher, Bira does not aim to be the next Kingfisher. It wants to create its own brand name in the market. He advised us to create our own brand as there is no bigger brand than oneself and it is important to sell our brand. He said that it is important that we do what we enjoy the most and be at the right place at the right time.

The session ended with a fun quiz about Bira 91 and winners received goodies. We thank Mr. Sud for taking out the time to conduct this session with us.

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