Case Study: Bira 91 – Crafting Culture Through Every Pour
From taps to timelines — how we helped Bira 91 boost visibility, engagement, and on-premise sales.
About Bira 91
Bira 91 is one of the world’s fastest-growing craft beer brands, known for its playful identity, bold flavors, and global presence. With a mission to bring flavorful beers to new audiences, Bira 91 has expanded into major U.S. cities, including New York and Las Vegas — focusing on premium bar partnerships and lifestyle-driven brand experiences.
The Challenge
Bira 91 wanted to grow its brand presence within the U.S. nightlife and hospitality market. Specifically, the brand sought to:
Increase bar and restaurant sign-ons to expand distribution.
Elevate social media visibility through local storytelling.
Drive on-premise sales and build brand loyalty through engaging events.
Create consistent, authentic content that connected Bira’s global cool with local audiences.
Our Approach
XbrandLabs partnered with Bira 91 to localize its marketing strategy — blending digital engagement with experiential activation.
1. Social Media Marketing
Developed a vibrant content plan focused on lifestyle, nightlife, and community.
Managed local pages with consistent brand voice and visuals.
Featured bartender collabs, event recaps, and user-generated content to keep audiences engaged.
2. Bar Partnerships & Sales Activation
Built and maintained relationships with key bar and restaurant partners to increase Bira 91’s availability.
Designed promotional materials and POS displays to drive customer awareness.
Coordinated tap takeovers, tastings, and incentive-based programs for bar staff.
3. Event Marketing
Organized brand pop-ups, happy hours, and live event activations across NYC and Las Vegas.
Captured photo and video content during events for use across social and partner accounts.
Supported influencer and ambassador partnerships to amplify brand reach.
Results
✅ Secured new bar sign-ons and increased product visibility across partner venues.
✅ Generated +85% growth in social engagement within the first campaign cycle.
✅ Drove measurable increases in event attendance and bar sales.
✅ Strengthened brand recognition through consistent storytelling and digital presence.
Key Takeaways for Beverage & Lifestyle Brands
Local activation builds global recognition. Community-based campaigns drive authentic connections.
Social + on-site = success. Pairing digital storytelling with real-world experiences accelerates sales.
Staff and partners are your influencers. Empowering them strengthens brand loyalty.
Consistency matters. Even a fun, playful brand needs a clear and unified strategy.
Services Used
Social Media Management
On-Premise Sales Strategy
Event Marketing & Activation
Partnership Development
