Mahou, a 128-year-old Spanish beer brand, launches in Bengaluru
The Mahou brewery dates back to 19th century Spain when it opened in Madrid in 1890. The family- owned Mahou group is one of the leading names when it comes to beer in the European country. Now, the brand launches in Bengaluru. With a brewery in Bhiwadi, Rajasthan and ingredients such as Sevillian (Spanish) orange peel and organic coriander from the Himalayas, the beers on offer are customised for the Indian market. We speak to Fernando Bustamante, the CEO, about the brewing process, food pairings and how it brings the culture of Spain with it.
What does Mahou represent?
We want to create a beer-loving culture where people enjoy beer responsibly. We firmly believe that beer as a drink has to be consumed in a social context, spending time in the company of friends and family and tapas. We are introducing not only the taste of Mahou in India but also the culture associated with Mahou in Spain – such as cañas y tapas (snacks and beer), organising events and activations to promote this Spanish lifestyle of food and beer in a social context.
How does the brand reflect Spanish culture?
We in Spain love our football. This is an important part of our marketing campaign. The strong affinity that Indians are developing for football today is a common bond between the two nations. Conti-nuing our strong legacy of association with La Liga and being official sponsors of Real Madrid and Atlético de Madrid, we are now partners of La Liga India as well.
How is Mahou different from other beer brands in the city currently?
The USP of our products is the kind of yeast we use. This is the secret ingredient that makes our products unique from others in the market. Over the years, beer consumption patterns have changed and we now see a more evolved consumer who appreciates the taste of a full flavoured beer. This is great news for us and other brands in general.
Which are the varieties that will be available in Bengaluru?
Our entry in Bengaluru marks the launch of the premium portfolio which includes new Mahou Maestra Wheat in the wheat category along with Mahou 5 Star and Mahou Clásica in the lager category. Our new Mahou Maestra Wheat is the fusion of Spanish and Indian ethos because of the mixture of its tangy hints and fruity feeling of Sevillian (Spanish) orange peel and the herbal spicy notes of Himalayan organic coriander. The citrus flavour makes it refreshing, delectable and easy to drink. It goes well with a variety of authentic tapas of Spain like patatas bravas, olives, and croquettes or with Indian tapas such as pakoras or seafood.
Rs.110 upwards. Available at outlets across the city