Anheuser-Busch InBev Group is all set to launch Belgian Beer Café (BBC) at the InterContinental Hotel in Noida, by the first quarter of 2013. Reports state that BBC will then come to Mumbai and then, Bangalore.
“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, said in a report. 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.