Anheuser-Busch InBev Group will launch Belgian Beer Café (BBC) at the InterContinental Hotel in Noida, making its debut in India in the first quarter of next year. Following this, BBC will come to Mumbai and then, Bengaluru. “Work is in progress on the first BBC in Noida.
We are already working with local franchisers and different people who might be interested in picking up the concept; whether they’re bringing their existing assets into play or getting a new property,” Kartikeya Sharma, Marketing Head, Anheuser-Busch InBev India, was quoted as saying in a report by Serena Menon in the Hindustan Times. He added, “Once we get the first one out of the way (in Noida), we want to see the consumer response, what we need to change or tailor, because as much as possible, the BBC concept stays very pure. At no point, like food chains, do we get into localised strategies. It’s a global concept.”
The initiative has been carried out in association with Belgian consulates all over the world, Sharma said. “The idea is to further the cause of driving that culture, which means bringing not just Belgian beer, but also Belgian food to India. And of course, then bringing together the marriage of the food and the beer,” he added.