Finaliste - Best F&B Experience
Taj Hotels
Campaign - Seven Rivers - Leading the luxury brewpub revolution in India
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In Taj Hotels' continuous quest to pioneer and re-imagine food and beverage experiences, we have launched Seven Rivers, a first-of-its-kind brewpub with an on-site microbrewery in a five star hotel. Seven Rivers is the result of an industry-first collaboration between the world's best hotel brand Taj and the worlds best brewery AB InBev (ABI) - ABI brings in brewing expertise and Taj its exemplary service and culinary prowess. The brand's mission is to re-imagine the definition of luxury craft beer by brewing and bringing people together. The pilot project was launched at Taj MG Road in Bengaluru, the craft beer capital of India and has seen great success.
Customer Needs Behind This Innovation:
With changing times, the profile of a luxury customer is changing to a multi-dimensional one, vibrant yet sophisticated. We observed this change in our existing Taj customer base as well. We launched Seven Rivers to re-imagine our product and service offering to cater to multiple customer segments with its all-round appeal of ambience, gourmet food, artisanal beer, innovative cocktails and experiential nature. The innovation also helped position IHCL well to capitalize on the impending craft beer revolution in India.
The Concept Explained:
Seven Rivers is a premium yet accessible brewpub which sets itself apart by being truly beer-focused and community led. It is one-of-its-kind in being housed in a luxurious 5 star establishment yet offering an extremely vibrant experience. No other 5-star hotel in the brewpub city of Bengaluru houses such an avant-garde brewery. Spread across 2,700 sq. ft. of indoor and under the tree canopy space, bringing the inside out, the brewpub revolves around the ‘craft' of beer. The Seven Rivers Brewing Co experiences are amplified from the unique branding collaterals reflecting facets, from the beer inspired coasters, life style badges, tap medallions, chalkboard art menu, interactive beer flight with tasting and food pairing notes. With its chic outdoors, it is the go-to venue for families, upmarket executives, get togethers, social influencers and anyone who wants to have a good time. With its separate entrance and exit, the Seven Rivers at Taj MG Road has created its own identity. The carefully crafted food menu and local flavored selection of beers is the driver of the concept. Seven Rivers boasts of experimental, unique, varied fresh brews that every beer geek loves, the food menu highlights dishes with both local and international influence, since it is housed in one of the brands which has been a culinary pioneer since times immemorial. The pricing has been innovatively kept on par with the local brewery market, first of its kind in a lux 5-star hotel to attract guests without inhibitions. Seven Rivers sees a great weekday turnout and this makes a big impact on its positive viability. With its unique identity, Seven Rivers facilitates events which are really differentiated and have a distinct local flavor like poetry sessions, art shows of various forms.
Elements of Uniqueness:
Industry-first Collaboration between Taj and AB InBev + Experimental from the concept to the beers & food + Rooted in Local using local ingredients for beer making + Community Building with an ambience, culture and vibe that encourages like-minded, vibrant people with similar interests to come together + Quality with Trust with the promise of quality, hospitality, safety and well-being for all our guests.
Pilot Project and Success:
The Seven Rivers Brewing Co. has spawned a new avatar of craft beer offerings with the on-site
microbrewery at Taj MG Road, Bangalore attracting a new community into its fold with their love for a good brew. Launched amidst the pandemic and despite being operational for only five months in the financial year 2020/21, the brewpub has been the highest revenue generating bar amongst all IHCL properties across the country. Amongst the 5 bars of our hotels within the city of Bengaluru, it currently contributes 63% of the revenue share and a staggering 64% of the total foot falls. It is already doing twice the revenue of Ice Bar which previously occupied the same space, drawing more footfalls in a more spread out manner and has carved a niche in the lux experiential on-premise brewery segment.
