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Bira 91 to acquire pub chain The Beer Cafe - Business2Business

New Delhi: Beer maker Bira 91 has agreed to acquire pub chain The Beer Café as it looks to play a stronger game in the pubs and taprooms market, the brewer said in a statement on Wednesday.

With the acquisition, Bira 91 will also build a beer-focussed direct-to-consumer platform.

"Bira 91 will leverage its infrastructure, experience and expansion capabilities to further enhance The Beer Café's strong operating model and better serve its loyal and ardent base of beer fans," the company said in a statement.

The future of Bira 91's restaurant segment will include a combination of enhancing The Beer Café offerings with its experience while continuing to expand the Bira 91 Taproom experience to increase Bira 91's loyalists.

Beer Café management led by Rahul Singh, CEO and founder, will continue to lead the brand's operations and take full responsibility for the newly formed restaurant segment.

The company said the closing of the deal is subject to customary terms and conditions as stipulated in the deal agreements.

Beer Café operates 33 outlets in 15 cities in Tier 1, 2 and 3 cities, including locations in shopping malls, high streets and transportation hubs. Bira 91 will join The Beer Café brand by improving offers for the consumer.

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Beer Café Bira 91 outlets will help penetrate deeper into the restaurant space and grow the country's beer culture.

Backed by Sequoia Capital India, Sofina and Japan's Kirin Holding, Bira 91 is available in 500 towns and cities across 15 countries. It brews through four breweries in India.

"Beer Café has a strong consumer base that is loyal and passionate about the brand. We have a strong operating model and by building on the strengths of Bira 91, we will be able to enhance the consumer experience and take the brand to new heights,” said Rahul Singh of The Beer Café. The neutrality of The Beer Café brand is maintained, offering the most diverse beers.

The Beer Café started operations in April 2012 with its first outlet in Gurugram.

Both Bira 91 and The Beer Café were conceived with the same intent of evangelizing and elevating the beer experience in India, and with this acquisition, the two aim to stimulate the growth of beer culture in the country, said Ankur Jain, founder and CEO, of Bira 91.

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