As the Indian Premier League (IPL) reaches its playoff (elimination) stage, bars, pubs, and cafes are seizing the opportunity to attract fans. With a heatwave sweeping across the region, many cricket enthusiasts are opting for the air-conditioned comfort of these venues instead of enduring the intense heat in the stadiums, according to industry executives.
Bars and pubs are enhancing their offerings with live screenings, aiming to recreate a stadium-like atmosphere. They are introducing curated sports menus, cocktails, beer buckets, and staff dressed in IPL jerseys. Some establishments are even providing team apparel and merchandise to elevate the experience.
It’s important to note that elections in Mumbai on May 20 and in Delhi-Gurgaon on May 25 will result in alcohol-free dry days in those regions. However, executives are confident they will compensate for this in other states. Additionally, they believe that the group-watching atmosphere will attract people even without the presence of alcohol.
“Sports bars that depend heavily on alcohol sales might see a slight dip in revenue during the earlier matches,” said Abhilash Menon, director at Studs Sports Bar & Grill.
“However, we still anticipate that fans will attend the games in order to enjoy the food along with other refreshments in addition to the booze. In general, even on the dry days, a lot of people should be drawn in by the excitement of the IPL.”
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Constituencies enforce dry days starting two days before polling and continuing through election day. In Delhi, for instance, this period lasts from 6 pm on May 23 to 6 pm on May 25. However, the semifinals begin on May 21, allowing Mumbaikars to enjoy their favorite drinks during the final stages of the tournament.
The final is scheduled for May 26 in Chennai.
“The IPL is scoring higher and higher, as I’ve noticed. More patrons at our bars are expected as it moves into the playoffs,” stated AD Singh, MD of the Olive group of restaurants, which includes Olive Bar & Kitchen, Monkey Bar and SodaBottleOpenerWala.
“At Social, we’re branding ourselves as the #DoosraStadium,” said Riyaaz Amlani, MD of Impresario Entertainment and Hospitality, which operates Social and Smoke House Deli. During IPL 2023, the chain experienced a 20-30% increase in order volumes.
Monkey Bar, Olive, Social, Yes Minister, Beer Cafe, Tap Room, Jamie’s Oliver, Whisky Samba, Studs Sports Bar, The Sassy Spoon, and Baraza Resto Bars are some of the establishments capitalizing on the final two weeks of the IPL. “In addition to live screenings, we’re setting up spaces for team-versus-team events as the IPL progresses into the knockout stages,” said Ashish Kapur, promoter of Whisky Samba and Wine Co.
The 10-team tournament commenced on March 22 and concludes on May 26. Executives mentioned that they are heightening the IPL excitement at their venues, drawing from the statistics of previous years. The screenings offer a blend of sports and gastronomy, according to Jasper Reid, founder of Dolomite Restaurants, which manages Jamie’s Oliver’s Kitchen and Pizzeria.
Bookings are rapidly filling up, with numerous customers reserving tables well ahead of time, noted Miten Shah, director at Studs Sports Bar & Grill, owned by Ambros World Foods. The Mumbai-based sports bar has outlets in 11 cities.
Rising summer temperatures, with the capital exceeding 45 degrees Celsius, have driven fans to pubs and bars rather than stadiums, according to executives.
“It’s uncomfortable to watch a game in a stadium amid this intense heat wave. As a result, we’ve noticed a significant increase in foot traffic as fans choose our bars’ chillier atmosphere when watching games with friends and family,” said Rahul Singh, Senior Vice President of Pubs at Bira 91 and Chief Executive of pub chain The Beer Cafe.
Dhruv Anand Goyale, Chief Executive of Yes Minister Bowling, Bar & Kitchen, situated at New Delhi’s Essex Farms, mentioned the venue offers “mega guzzler cocktail menus” along with in-house celebrations and performances specifically designed for the IPL.
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