BIRA 91 TAPROOM
Brewing Culture, One Experience at a Time
- Bira 91 set out to do more than serve great beer — it aimed to transform the way India experiences it. With the launch of the Bira 91 Taproom, the objective was to create a vibrant, immersive destination that redefined pub culture, particularly in an unconventional location: the airport. The campaign’s core mission was to build strong cultural resonance through high-touch storytelling, curated experiences, and sustained media engagement — positioning the Taproom as a must-visit for travelers and urban explorers alike.
Execution
A dynamic, multi-faceted campaign brought the Taproom’s spirit to life:
1. Collaborated with lifestyle, travel, and F&B media to amplify buzz and credibility — with features in Lifestyle Asia, Elle India, Brewer World and more
2. Curated immersive experiences like beer-pairing events, tasting sessions, and limited-edition brew launches that drew in key media and culture-forward consumers
3. Hosted 20L+ worth of organic influencer and media outreach, inviting KOLs and tastemakers to co-create content and share the Taproom’s vibe
4. Positioned the Taproom as a category disruptor — pioneering airport pub culture and elevating the F&B experience with a bold, youthful aesthetic
The campaign blended taste, storytelling, and trend-forward partnerships to establish the Taproom as a cultural and commercial success.
Results
20L+ total influencer and media reach, driving both discovery and in-venue footfall
50L+ in earned media valuation, reflecting strong engagement and editorial traction
Significant increase in footfall and brand recall among millennial and Gen Z travelers
Positioned the Bira 91 Taproom as a cultural touchpoint, turning casual beer drinkers into loyal patrons and brand advocates
This wasn’t just a campaign — it was a movement in modern beer culture. The Bira 91 Taproom became more than a venue — it became a vibe.
