So what if one can’t get their hands on magazine, they can anytime have a taste of life the Playboy way. Playboy Enterprises, the institution that has extended the iconic magazine to a rash of aspirational lifestyle products and services, has rolled out beer garden in Pune. Managed by PB Lifestyle — the master and exclusive licensee of Playboy in India, this beer garden is touted to be first-of-its-kind venture in the world. Further the company has plans to open clubs, cafes and retail stores in here. Situated in Balewadi high street, Playboy beer garden spans across 8,000 sq ft offering an extensive outdoor space attached to a luxurious indoor space. The Garden offers the communal Oktoberfest beer benches, chiller tables and luxury seating that can collectively accommodate over 400 guests. As of now, the company has invested Rs 5 crore to setting up the beer garden (from the German Biergarten) and will further invest Rs 50 crore in the next three years to expand the business. In words of Parag Sanghavi, chairman, PB Lifestyle, “Playboy India is creating history with the launch of the first Playboy Beer Garden in the world right here in Pune! We are designing a fantastic fusion of fine dining, entertainment, music and some freshly brewed beer.” “Our strategy globally has been focused on night clubs, but for India we came up with the idea of a beer garden. One of the reasons for this is India is a ‘young’ market,” he added. The beer garden’s in-house brewery has the capacity to produce 8,000 litres of beer per month. While PB Lifestyle operates beer cafés, casinos and night clubs all over the world, Sanghavi denied the probability of the global casino and pub format working in India. This venture in Pune would be followed by a 12,000 sq ft beer garden in Bengaluru in the third quarter of 2016. The company is eyeing business of Rs 45 lakh per month from Tier I cities and Rs 65 lakh from metros.
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