Wednesday, March 5, 2008

India all set to have its first Beer Garden!

Fancy drinking freshly brewed beer under open skies? Well, how about a beer street inside a mall? With the Haryana government recently allowing setting up of micro beer brewery pubs, a first for any state in the country, the Rs 2,000-crore Rockman Group is all set to unveil the country’s first Beer Garden (actually two), in Gurgaon in the next three-four months with an investment of over Rs 100 crore.

The Rockman Group has entered into a joint venture with the Lowenbrau Buttenheim International Division (independent of InBev and Ravi Jaipuria joint venture) to set up these beer gardens which will serve fresh non-pasteurised beer.

To be spread over 6,000 sq ft (inside and mall) and 6,000 sq yards for the open area, the first two Rockman Gardens will be located in Ambience Mall, Gurgaon and Delhi-Gurgaon Expressway.

Besides selling beer, these Gardens will also have a shopping centre where one can find all paraphernalia connected with beer drinking––such as bottle openers, kegs, mementos and exotic beer mugs. German-based Kaspar Schulz and Weyermann will offer Bavarian crockery & cutlery, interiors design and furniture & fixtures for the same project.

Rockman Group managing director CS Agarwal says, “It’s time that Indian society embrace beer and wine as socially acceptable drinks. Through Beer Garden we would like to connect with young generation and consumers above 50 years.”

Rockman also envisages to develop some unique beer styles suitable to the Indian palate and consumption. “Our beer gardens will house breweries producing these unique and different beer styles. The ambience will be different from pubs and hotel bars,” adds Mr Agarwal.

The world’s largest traditional beer garden, Hirschgarten in Munich, has a seating capacity of over 8,000 people.

Brewing the beer in front of consumers, the beer garden provides the lush green surroundings. Keeping this tradition intact, Rockman plans to take this project national and reach out to places like Goa, Maharashtra and West Bengal.


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