Mumbai: Bira 91 has announced its foray into the Hard Seltzers category with the launch of ‘Grizly’ hard seltzer ale. The launch comes shortly after the introduction of ‘Hill Station’ hard cider ale and is part of the brand’s ambition to move beyond beers to cater to the evolving preferences of young consumers.
As young adults become increasingly health-conscious, they are on the lookout for ‘better for you’ beverage options that allow them to indulge in their favorite flavors. This trend towards a healthier living has created a massive growth opportunity for the Seltzer category. With the lines between different types of beverages also blurring, Bira 91’s ‘Grizly’ hard seltzer ale brings consumers the best of bespoke cocktails, wine, and beer – in one single can. Offering an all-natural, low-sugar option that is tailor made for mindful consumers, this blend is crafted by master mixologists, who have taken inspiration from classic cocktails to deliver an unparalleled drinking experience.
Grizly hard seltzer ales are all-natural, low sugar, drinks that infuse the finest herbs and fruits that nature has an offer with alcohol. Available in three flavors, these seltzers have been masterfully twisted by expert mixologists and are highly sessionable. Grizly is available in three flavors - Pineapple & Okinawa, Peach & Black Tea, and Blueberry & Rosemary.
Commenting on the launch, Bira 91 CEO Ankur Jain said, “After the successful launch of Hill Station Hard Cider Ales, we are excited to introduce Grizly hard seltzer ale, a category of hard seltzer ale, under the ‘House of Bira 91’. Consumers are exploring beyond traditional beverage categories more than ever before. Consumers are also looking to explore new flavors and get creative with their beverage choices, and young adults want beverages that are low in alcohol and calories. With Grizly, we hope to plug the gap in the market for beverages that are low in alcohol, healthier and delicious.”
Sharing her experience in helping Bira 91 create the ‘Grizly’ hard seltzer ale, Sidecar co-founder Minakshi Singh said, “Working with Bira 91 was an incredible experience. We got our best mixologists on board to be creative and experiment with the best flavors to create, Grizly hard seltzer Ale, a drink that is perfect for today’s generation of consumers looking for healthier and flavorful options. Grizly is inspired by the best cocktails across the globe and we cannot wait for everyone to try it!"
