Gone
are the days when people bought a particular brand of beer and enjoyed with
their friends at business meetings or at private parties, sometimes they would
have in their car or in front of a liquor store.
The whole idea has changed, and the taste buds too. It is no more a dingy bar or a closed room but now its a vibrant café. The idea is to have infused beer paired with selected finger food. To compliment the brand’s choicest beers is the carefully curated food menu with pairing across brews and food group. People are learning the taste of hard drinks from very early age and why not? If its is different from normal beer and has an exotic taste.
The whole idea has changed, and the taste buds too. It is no more a dingy bar or a closed room but now its a vibrant café. The idea is to have infused beer paired with selected finger food. To compliment the brand’s choicest beers is the carefully curated food menu with pairing across brews and food group. People are learning the taste of hard drinks from very early age and why not? If its is different from normal beer and has an exotic taste.
Everyday
there are new beer joints cropping up around the city. ‘The Beer Café’ has launched
its 10th outlet in Mumbai at Kamala Mills, Mumbai prime commercial
hub.
This
outlet has been given vintage feel that brings forward the essence of an era
that was once characteristic to the city. The café boasts of patterns and
textures that are splashed with yellows and rust.
The
tables are fairly separated from each other with long tables across the room
for bigger groups and some dotted into cozy islands allowing privacy for smaller
groups. Two LCDs on the wall completes the interiors for cricket loving fans. The
vibrant music is in higher decibels leaving little space for conversations.
Offering
as many as 24 beers on tap and over 50 brands from 19 countries, the largest
collection of beer brands under one roof, the café is a true heaven for beer
lovers.
I
am not much of a beer lover, I had ordered Pepsi for self, but still I did take
a sip or two from small beer glasses on the table and was quite fascinated by
its taste.
Specially
the black, creamy, velvety-smooth ‘Shepherd’s
Double Stout Draught’ that had burnt flavors of roasted cocoa and coffee notes.
The other that I tasted was sweet and sour beer with little bitterness
called “Hoegaarden Draught”. This had a strong touch of coriander with a hint
of orange. I was tipsy after two sips, but looking around I found that people seemed
to enjoy all the flavors.
The
food was excellent. I loved the garden fresh pizza, chicken bruschetta, stadium
style nachos and the flaky chicken chips. There was even veg and non-veg
briyani on the menu.
The
Beer café is doing for popular beverage what Starbuck is doing for coffee and
soon we will have many more such Beer café all across India.
“There was no alco-beverage chain in India. Every now and then, a new fad comes in form of discotheques, nightclubs and lounge bars. But cafes remain consistent with their offerings. Socializing is now an inescapable phenomenon and these cafes serve as a perfect neighborhood meeting place for urban consumers. We saw a white space there and filled it with merging the two: beer and café. Thus, began The Beer Cafe’sjourney in April 2012, with the launch of our first outlet in Gurgaon.” Says RahulSingh, the CEO of The beer Café
And the
game has just begun.