Your favourite Taj Hotels may soon have an in-house microbrewery! In a first for the premium luxury hospitality chain, Indian Hotels Company Ltd (IHCL) is all set to enter the microbreweries space with the world’s largest brewer, Ab Inbev.

The two players have signed an exclusive agreement to launch a premium chain of microbreweries within its marquee hotels across key locations in India. Both players will together invest Rs 150 crore to open 15 microbreweries in key Taj properties over the next five years.

Speaking exclusively to CNBC-TV18, Ben Verhaert, the president of the South Asia business of Ab Inbev, said the partnership will leverage the collective strengths of the two leading companies to shape the future of quality craft beer in India.

AB InBev, with its in-house brewing expertise, will aim to offer the best craft beers using the finest natural ingredients. This coupled with IHCL’s culinary prowess and exemplary service, housed in a vibrant and high-energy environment, will celebrate the spirit of new India.

JOI Design from Hamburg will design all the microbreweries. The first microbrewery will open in Taj MG Road, Bengaluru. This will be followed by Goa and then Mumbai.

Verhaert says that by the end of next year the partnership will have seen four microbreweries set up in India across key cities. While Verhaert did not reveal the blueprint of the revenue sharing agreement, he did highlight that the move will be a strategic step for AB Inbev, which has been a key player in the Indian beer market with brands like Hoegarden, Corona, Budweiser some of the top favourites for Indian beer drinkers.

The existing brands will not be brewed in these microbreweries but instead, the partnership will be brewing new styles of specially brewed beer relevant for the Indian consumers.

The branding of the breweries has not been decided yet, nor have the names of the new brands or styles but, it will be unique and relevant to both IHCL and AB InBev.

"This partnership represents the pioneering spirit of the two companies and their combined synergies will offer an unmatched microbrewery experience to a wide range of customers," Verhaert said.

"In our endeavour to bring the latest international trends and experiences for our guests, we are privileged to join hands with the world’s largest brewer, AB InBev. This partnership, exclusive to IHCL will be a first of its kind in the hospitality industry in India."

"With its diverse collection of over 500 beer brands, AB InBev will be involved in setting up on-site microbreweries at some of our iconic hotels; the first of which will be at Taj MG Road, Bengaluru, followed by Goa, Mumbai and Hyderabad," said Puneet Chhatwal, managing director and chief executive officer of IHCL.

First Published:Oct 4, 2019 6:00 AM IST