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Effingut launches India’s first retail craft beer chain with 3 outlets
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Saturday, 31 October, 2020, 15 : 00 PM [IST]
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Our Bureau, Mumbai
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Maharashtra can prepare for a resurgence of craft beer with Effingut Breweries’ retail craft beer chain Effingut 2 Go - a revolutionary retail pour-house concept backed by brewer-owner Manu Gulati. The brand has launched two outlets in Mumbai on October 14 and two outlets in Pune - one was launched on September 20 and another on October 9, followed by plans to immediately open 12 outlets not only across both cities but also in other geographies within the next six months.
This will make the brand earn its stripes as India’s first and fastest-growing retail craft beer chain to come out of this lockdown, despite the imminent threat the industry faced just a few months ago. As of 2020, the brand’s offerings will now distinctly be placed in two categories - the larger brewpubs with a more diverse offering and the retail-oriented experience for when patrons just want to have a good pint and a quick meal at home.
Manu Gulati, founder, Effingut Breweries, said, “Our industry has faced a series of challenges since the lockdown that initially restricted us from doing what we do best - make people feel Effingut. The demand for our craft beer, however, outfought the quarantine. The pressure to re-invent was high, and the industry was bleeding. We had to rethink a concept that allowed our patrons to live the Effingut experience in the comfort of their homes. This could only be achieved by timely deliveries, beer and food collaborations with other conscientious craft producers and a whole new Entertainment 2 Go concept that makes you feel Effingut even outside our brewpubs.”
Hence, keeping in mind every aspect of a customer’s journey, the entire concept revolves around distilling the experience into a 15-minute time frame, ensuring extended, dynamic safety protocols for social distancing.
Within six months, the brand has custom-designed proprietary growler fillers using the ‘counter-pressure filling technique’ to ensure full automation once the bottle is placed into a machine. The machine infuses each bottle with beer gas to remove all oxygen, whilst filling each pour in a closed, pressurised, and highly sanitised environment. The brand’s high-calibre proprietary infrastructure thus allows for a minimum of 14 taps that can fill growlers both quickly and hygienically, in a matter of minutes, increasing its shelf life to a minimum of seven days if kept unopened. This means that your beer stays fresh for longer, remains carbonated for longer and you get every flavour you want and remember from our beers.
Once opened, each growler should ideally be consumed in the same sitting to get the best out of your freshly brewed beer. The beer is brewed with an inbuilt ethos of preserving nature and local communities by using the best locally sourced ingredients.
However, the store is not just a beer shop but a hub for all things craft. By also lending its shelf space to conscientious brews by wineries, meaderies, and new-age ciders from other craft alcobev producers, it is in itself a platform that helps showcase artisanal craft and small-batch food and beverage. Every store will also offer a diverse range of imported glassware to match, alongside brand new lines of merchandise.
It will take a step further in its to-go experience by curating its star dishes as ‘easy to consume microwaveable meals’ (entirely made in-house) and snacks that go well with beers - all signatures such as Thecha Chicken, Mustard Chilli Chicken, Butter Chicken and KhowSuey and Biryani.
Each outlet will also house a hot dog stand with menu inclusions such as Bratwurst and smoked Krakauer sausages. These will be paired with hot dog buns that are again made in house as beer bread, made from the very same spent malted grains that make their signature beers. Beer Bread will also be available for purchase as loaves and baguettes.
To ensure craft beer is accessible, it will be priced at an affordable Rs 449 a litre in Pune and Rs 499 a litre in Mumbai. The recyclable PET bottles are free, when it comes to glass growlers, the 1.1 litre is priced at Rs 125 and the 2.5 litre growler is at Rs 300. The company will introduce 5-litre stainless steel growlers at a slightly later date. The brand’s environmentally conscious vision also rewards people for doing their bit for the environment, by offering Rs 10 off for each recyclable PET bottle that patrons return and Rs 25 off per litre in perpetuity whenever they refill their sustainable glass growlers.
Patrons can order via effingut.com/order for same-day deliveries. Food items will also be available to order via Swiggy and Zomato. The store will also present a digital series titled Entertainment 2Go - live sessions with our talented artist alumni on our Instagram. Stay glued to @effingutbrews on Instagram to know more.
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