Hot Muggs rolls out 'Cheers! Beer Lovers Club' with pub crawl activity in five cities

The event, which kicks off on October 24, is being partnered by UTV Action that will help organise activities at these pubs

It's celebration time again for beer lovers out there as a new club event, Cheers! Beer Lovers Club (CBLC), hits five cities in a unique pub crawl initiative.

Drink ware brand Hot Muggs is a founder sponsor of this club and event that will allow people to hop from one pub to another with a 'Pub Passport' that can be stamped at each venue, with these later being redeemed for discounts, gifts or other CBLC events.

The event will take place in five cities - Mumbai, Delhi, Bengaluru, Chennai and Kolkata - from October 24 onwards. In Mumbai, the first pub crawl kicks off at Valhalla (near Eros Cinema), proceeds to Mocha (next to Ambassador Hotel) and concludes at Geoffrey's (Marine Plaza). At each of the venues, the participant will get to taste a different type of beer ranging from branded to exotic, along with complementing snacks.

Rishi Jain, managing director, Hot Muggs, the flagship brand of Rajesh Metal Industries, discusses the initiative, saying, "Pub crawls are already very popular events internationally. They are not about binge drinking but about the experience of hopping from pub to pub and drinking different types of beer (or other alcohol) and simultaneously meeting up with lots of people sharing a similar enthusiasm. In short, it's about an experience."

He shares that this matches the experiential platform of the Hot Muggs brand. Cheers! is the brand's latest range, focused on beer related products (mugs and accessories such as coasters and bottle openers). The Tornado Beer Mugg has been designed with the beer connoisseur in mind.

"The experience of the pub crawl is also for an enthusiast who would like to know his drink better. The relation matches perfectly. The concept of CBLC will be the 'experience zone' for this range," he adds.

At these clubs, people can participate in games such as Beer Pong, Beer Race and darts. As a result of a tie up with TV channel UTV Action and its popular property Panja Challenge, people in these pubs can also test their muscle power.

Kunal Mukherjee, marketing head, UTV Action, says, "UTV Action thrives on bringing action into the lives of consumers and in line with this, we are taking Panja to pubs. It's a simple engagement with consumers of UTV Action."

Every participant attending the pub crawl receives a goodie bag to accentuate the experience, says Jain, adding that on offer is the Tornado Beer Mugg, the star product of the Cheers! range, along with a coaster.

The event will be spread over three months and will include other activities, too. The activity was conceptualised by Prognosys Perception Management, headed by Sudarshan S. The agency will also handle and execute the event.

For the record, Hot Muggs designs and manufactures coffee mugs, tea cups, lassi glasses, travel mugs and beer mugs. The company has a team of designers who hail from the National Institute of Design (NID) and are working on lifestyle accessories that focus on the concepts of attitude and personality.

The company has also been involved as the official licensed merchandiser for brands and movies such as Disney, Yash Raj Films (Fanaa), Balki's Cheeni Kum and IPL team Kings XI Punjab.

Sharing market data, Jain says, "As far as the drink ware market is concerned, every home has water drinking glasses and tea cups, irrespective of any SEC segregation. The stainless steel home ware market, along with ceramic and glassware, would be close to Rs 90,000 crore, of which the organised retail market is just about 3 per cent, pegged at about Rs 2,700 crore."