F1 gets a big beer hug

Fans expected to guzzle 3 lakh bottles of beer during the Greater Noida Grand Prix, nightclubs gear up

It’s not just the speed that’ll give F1 fans a high at the Indian Grand Prix, to be held from October 28-30 on Greater Noida’s Buddh International Circuit. Revellers are expected to guzzle over 3 lakh bottles of beer in the stands during the sporting gala, so the excise department and nightclubs have all the reason to cheer.

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“The organisers of the Grand Prix have applied for a licence to serve beer and wine, and they will be given the licence. No hard liquor will be served. The fee for a licence is Rs 5,000 per point (serving outlet) and last we counted, there were around 77 points at the venue. We are expecting to generate R80 lakh as revenue,” says Mahinder Pal Singh, district excise officer, Greater Noida.

Pubs are also hoping to rake in 20-25% higher revenues as the official Grand Prix after-party organiser, Amber Lounge, will bring in some of the finest liquors for those who book tables. One of the bubblies served will be Luxor champagne, which is a favourite with stars such as Lady Gaga, Jennifer Lopez and Cameron Diaz, and was also served at the Cannes International Film Festival. It contains pure 24 carat gold particles.

“We are expecting a 20% increase in sales, and footfall during the event will definitely go up as F1 is very popular in the country. We’ll have an F1 lounge where all fans will be given special cards with privileges. We’ll also host some special Grand Prix themed events,” says Nitin Kapoor, general manager at Pebble Street in New Friends Colony.

Manpreet Saini, the managing director at Underdoggs Sports Bar and Grill in Vasant Kunj’s Ambience Mall, is as optimistic. “We are anticipating an increase in sales because it’ll happen here for the first time. Also, not everyone will be able to go for it at the actual venue. So, we’re expecting a 20-30% increase in footfall. We’re setting up special zones for different team supporters, and offering other F1-themed deals,” he says.