Background

The Biere Club is one of India’s first microbrewery concepts - brewing and serving beer onsite. The beer comes in varieties of ales and lagers and is served fresh unlike commonly available bottled alternatives. The brewpub’s vision is to create an iconic beer drinking culture across India.

Challenge

While microbreweries are increasingly common in much of the world, the concept was new and unique to the Indian beer lover. The Biere Club wanted to differentiate itself from pubs, bars and clubs and change the way beer is perceived, consumed and cherished. The brand needed a strong positioning platform in order to clearly articulate the brand’s unique offering.

Action

We undertook an exhaustive study to understand the many facets of beer and brewing culture including ingredients, processes, types, traditions, benefits and more. As a next step, we conducted an exhaustive brand and business category audit comprised of a detailed study of 20 of the world’s top microbreweries and brewpubs across 12 countries and 5 continents. Our research was the cornerstone upon which we created a brand strategy to engage consumers in new ways when it comes to experiencing beer. We captured the distinct brand advantage through the brand essence ‘Beer Discovery’ which allows beer lovers and curious enthusiasts to better understand, appreciate and elevate beer drinking culture. The tagline ‘Discover Better’ reflects and communicates this to consumers.

Result

The Biere Club was launched successfully amongst much fanfare and is already a landmark in the city of Bangalore. Plans to expand its presence to other cities are currently in the works.