Oktoberfest, the world’s largest beer festival, has transcended its Bavarian roots to become a global celebration. This annual celebration, traditionally held in Munich, Germany, this 16-18 day event traditionally held from late September to early October, is synonymous with beer, food, and merriment, is now celebrated by millions worldwide. For the F&B industry, the festival represents more than just beer. It’s a unique opportunity to engage customers, boost revenue, and build brand loyalty. In India, Oktoberfest has found its footing, becoming a vital part of the hospitality sector’s calendar, particularly in hotels, restaurants, and pubs that cater to beer lovers and foodies.
As the F&B landscape in India continues to diversify, Oktoberfest presents a golden opportunity for businesses to introduce patrons to a rich cultural tradition while simultaneously showcasing their culinary and brewing prowess. The popularity of craft beer in India has grown exponentially in recent years, and Oktoberfest serves as the perfect platform to highlight this trend.
The Beer Café, India’s one of the largest beer chain, is bringing Oktoberfest to cities across the country with its month-long OktoBEERfest. Running from September 21st to October 31st, this event offers patrons a taste of Germany with a variety of authentic brews and a specially curated menu featuring Brätwurst, Frankfurter Würstchen, and more. Rahul Singh, Founder & CEO of The Beer Café, sees Oktoberfest as an ideal opportunity to introduce Indian beer lovers to new flavors while promoting the craft beer culture in India. “We’re thrilled to bring the spirit of Oktoberfest to beer lovers in India. At The Beer Café, we are all about creating joyful moments, and there’s no better way to do that than with the global symbol of great beer and festive cheer—Oktoberfest,” says Singh. With India’s burgeoning craft beer scene, events like OktoBEERfest serve as important platforms for both brewers and consumers to engage and explore. “Oktoberfest is the perfect opportunity to bring people together, whether they’re exploring new brews or indulging in authentic German cuisine. With India’s growing appreciation for craft beer, we’re excited to introduce our patrons to new flavors and traditions. This festival is about more than beer—it’s about celebrating community and culture,” says Singh.
At Hotel Sahara Star, Mumbai, Oktoberfest has evolved into a grand celebration of not just beer but camaraderie. This year’s Sahara Star Oktoberfest on October 13th promises to be an unforgettable experience with a stellar lineup of breweries such as 12th Man, Effingut, and Rolling Mills, among others. The day-long celebration will blend hops, laughter, and traditional Bavarian festivities. Beyond the beer, the culinary pairings crafted by Sahara Star’s chefs enhance the overall experience, making it a key date on Mumbai’s F&B calendar. “This festival is all about creating memories with friends, enjoying good brews, and embracing the Oktoberfest spirit,” says a spokesperson from Sahara Star. It is also a reminder that festivals like Oktoberfest help elevate the guest experience, especially when done right.
At The Orchid, Mumbai’s Mostly Grills rooftop restaurant brings the essence of Germany to life from September 20th to October 6th, 2024. Overlooking the Mumbai airport runway, Mostly Grills pairs a Bavarian beer selection with an authentic German menu that includes Jagger Schnitzel, German sausages, and Leberwurst. “For us, Oktoberfest is more than just beer. It’s about creating an immersive experience for our guests—food, ambiance, and festivity all rolled into one,” says a spokesperson from The Orchid. Their attention to detail, from traditional Bavarian uniforms to live music, highlights how hotels can integrate cultural elements into their offerings, adding value to the customer’s experience while boosting foot traffic.
Further down in Maharashtra, Sayaji Kolhapur is recreating the vibrant atmosphere of Munich’s Oktoberfest at its Moon Tree Café from September 21st to October 6th. Chef Balwant if Sayaji Kolhapur has curated a special menu, offering delicacies such as Pretzels, Bratwurst, and Bavarian Chspieß skewers, paired with a selection of craft beers. “Our team has worked meticulously to ensure every dish on the menu captures the true essence of Bavarian flavors,” says Chef Balwant, highlighting the growing trend of theme-based food festivals in India’s smaller cities.
In New Delhi, Eros Hotel Nehru Place has embraced the Oktoberfest spirit with a luxurious twist at its Lounge & Bar. From September 21st, 2024, the hotel will offer guests a Bavarian-inspired culinary experience, including Pork Bratwurst, Kasseler Chops, and Potato Pancakes. The ambiance, crafted by the hotel’s culinary team, will transport guests to Bavaria, pairing traditional dishes with an extensive beer selection. “For a hotel like Eros, it’s about creating a memorable experience that connects food, culture, and atmosphere,” says the hotel’s culinary head. This approach underscores how Oktoberfest can serve as a key differentiator for luxury hotels looking to offer unique experiences to discerning customers.
Down south, Hydeout in Bangalore is hosting its own version of Oktoberfest with an array of craft beers paired with authentic dishes like Bratwurst Hotdogs and Beer Mac n Cheese. The event brings the festivity of Munich to Bangalore, offering patrons a blend of traditional flavors and local craft beer culture. “This event is more than just a festival; it’s a celebration of craft beer and great food,” says a spokesperson from Hydeout. This sentiment is echoed by many in the industry who see Oktoberfest as a chance to connect with patrons on a deeper level, offering not just food and drink but a curated experience that leaves a lasting impression.
At Andaz Delhi, Hyatt’s luxury and lifestyle hotel, Oktoberfest celebrations by the poolside from September 22nd to October 1st offer a luxurious take on the traditional Bavarian fest. Partnering with BMW (Bird Automotive), Andaz is combining food, beer, and high-end lifestyle elements to create an elevated Oktoberfest experience. Guests can enjoy Oktoberfest Platters featuring roasted spring chicken, bratwurst, and sauerkraut while soaking in the festive ambiance. “We wanted to create something special that goes beyond just food and beer. Our goal was to offer an experience that resonates with our guests, capturing the essence of Bavaria in a sophisticated setting,” says a spokesperson from Andaz Delhi. This approach reflects the growing trend of experiential dining, where customers seek more than just a meal—they want to be part of a narrative.
With consumers increasingly seeking unique experiences, theme-based festivals like Oktoberfest offer hoteliers and restaurateurs a chance to differentiate themselves in a competitive market.
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