HBI Staff | Hyderabad 
Bira 91 introduced two new Limited Release brews, F*** F*** Fest Lager, a Märzen-stylebeer and The Hefeweizen, a German Style Wheat beer at Free Flow Fest this October. Free Flow Fest is a celebration of the festive spirit of Dussehra and Oktoberfest with music, culture, and beer.
Offering a distinctly Bira 91 experience for the beer community across the country, Free Flow Fest promises a month-long immersion into Bira 91’s world with exclusive events and beer experiences in key markets across the country. The festival underscores Bira 91’s commitment to innovation, with a focus on creating engaging, consumer-driven experiences that reflect the brand’s playful and bold identity. By blending festive cultural elements with an elevated beer experience, Free Flow Fest showcases not just new brews, but more meaningful ways for beer enthusiasts to connect with the brand.
At the center of this celebration are Bira 91’s two new beers,crafted specifically for India’s festive season. Bira 91’s F*** F*** Fest Lager is brewed in the traditional Oktoberfest beer style, using 100% Pilsner and Munich malts that impart a rich, amber hue. This Märzen-style lager has strong malt notes, balanced perfectly by the refreshing pine aromas and pleasant bitterness from German Noble hops. With an ABV of 4.5% and an IBU of 18, this brew offers a full-bodied flavor, making it an ideal companion for the festive season.
Bira 91’s Hefeweizen, a classic German-style wheat beer, is inspired by centuries-old Bavarian brewing traditions. Using the finest wheat malts and German hops from Bavaria, this unfiltered wheat beer is low in bitterness and has a velvety finish. The Hefeweizen offers delightful aromas of banana, honey, and clove, with a creamy foam that enhances the drinking experience. With an ABV of 4.7% and an IBU of 10, this brew is smooth, flavorful, and refreshingly light.
Commenting on the collaboration, Ankur Jain, CEO, Bira 91, said “We’re excited to kick-off the festive season in India with Free Flow Fest, Bira 91’s largest consumer activation till date. With an exciting lineup of events across the country, Free Flow Fest will give consumers a chance to try our portfolio of flavorful beers surrounded by music and beer-led experiences. Our brewers have done a fantastic job in brewing 2 classic festive brews, which are now pouring across our taprooms in India”
Spanning Delhi, Mumbai, and Bangalore, Free Flow Fest will also feature performances by top Indian artists, including The F16s and Raman Negi to name a few. Bars and restaurants will offer beer-and-food pairings, with Oktoberfest-inspired menucurated to enhance the flavours of Bira 91’s new brews. Beer enthusiasts will also have the opportunity to attend beer-tasting sessions led by expert brewmasters, offering insights into the brewing process and flavour profiles of Oktoberfest and Hefeweizen at Bira 91 Taproom in Delhi.
