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The Brewmaster Ludhiana is also Punjab first Micro-brewery restaurant. The group plans to take this concept of Micro-brewery to other metro cities of the country. Micro-brewery concept is relatively new for India. The group in the near future plans to open two more such restaurants with each having one micro-brewery unit at its location.
Harpreet Singh Chadha, Managing Director, Humble Hospitality group, with other members of his team was recently in Delhi to introduce and promote the The BrewMaster in the capital. He confirmed the expansion plan of the group and added that the group has identified the location for the planned micro-brewery restaurants, but refused to divuige name of the locations.
The BrewMaster is a place where one can ‘Savor Freshly Brewed Beers’, Relish exclusive cuisines’, and ‘jive to live music’, and ‘high on exotic drinks’. Located on the third floor of one of the most popular mall of Punjab, The West End Mall in Ludhiana, The BrewMaster spreads over 10,000 sq ft, and gives its guests a panoramic view of the city. It is sub-divided into two separate independent sections: The Mix and Chaos. The Mix is a 96-cover innovative multi-cuisine fine dine restaurant, and Chaos is a lounge cum nightclub. The Mix is the first restaurant in Punjab to introduce Teppanyaki cuisine. It is a live Japanese grill which uses an iron plate (Teppan) to (Yaki) the food along with sake (Japanese wine).
The Micro-Brewery unit and the bar are located right at the entrance spreading over an area of 2000 sq ft. Both the lounge and the fine dine enjoy spectacular views of the brewery and its astonishing beer tanks. The BrewMaster is the only Micro-Brewery in India where all its brewing Apparatus is encapsulated by a transparent glass capsule and is located within the reach of the eye. Chadha said, “Customers can see for themselves the whole process of brewing at premises of The BrewMaster, in addition to relish freshly brewed beer and exclusive cuisines”. Other USP of The BrewMaster is that it does not add any enzymes in brewing process that keep its beers more natural and healthy.
As regards reasons for choosing Ludhiana as the location to debut this brand, Chadha said that Ludhiana has the highest per capita disposable income in Punjab, and it is also the highest consuming city of beer in Punjab. In the long -run, the group also intends to expand this brand across the country through franchisee model.
As a consultant for Humble Hospitality Group, UNA Hotels under the leadership of its Director Pankaj Giroti has played a key role in conceptualizing the micro brewery concept of the group. UNA Hotels is also working with the group to promote The BrewMaster.