What began as an Indian adaptation of Germany’s iconic annual festival has become an important date on the hospitality calendar. For restaurants and breweries, Oktoberfest now signals the start of the festive season, with preparations beginning months in advance. From limited-edition brews and authentic German menus to themed décor, live music and interactive experiences, restaurants are going beyond the traditional beer festival to attract customers, drive footfall and boost sales ahead of the year-end festive season.
In terms of revenue, we have been seeing 10-15% increase (as compared to last year),” says Pratekk Chaturvedi, COO, Ironhill India, a microbrewery with over eight outlets across India. In terms of revenue, we witness a jump of almost 20% (as compared to other months) during the festival,” says Rahul. Brewers therefore focus on offering a balanced portfolio that caters to both familiar preferences and consumers seeking something new. Because they are approachable, refreshing and work particularly well with India’s climate and food occasions, adds Monalisa, “Lagers and pilsners continue to have a strong role. The opportunity for brewers is therefore to balance familiarity with discovery. ”
Rahul Singh, founder and CEO, The Beer Café, says, “We align our celebrations as per the German festival calendar and run it throughout the month. Says Roger Tunias, Manager at Polo Lounge, Hyatt Regency Delhi, “During festive periods, beer styles that are refreshing, approachable and easy to pair with a variety of foods often see stronger consumer interest. Oktoberfest is no longer just about promotional offers and discounted beer. With well-travelled guests seeking a taste of the original German festival, restaurants are investing in curated experiences, authentic food and traditional activities. “We are catering to guests who are well-travelled, some have even visited Germany and are looking forward to have the same experience here. They are looking for curated experiences with authentic German food. If curated well, Oktoberfest is still one of the prominent time for us adding considerably to footfall and revenue. For restaurant chains, the festival has also become an occasion that requires months of planning, with celebrations increasingly aligned with the original German festival calendar. For us, this is one of the biggest occasions and even for guests. More than NCR, Oktoberfest is a big hit in Bengaluru, Mumbai and Pune. We prepare for months to make the festival more exciting each year. This year we also have stein-holding competition – a traditional test of strength where participants hold a full, one-litre beer stein out in front of their bodies with a completely straight arm. It is being loved by guests from all age group, also women. authentic German food and beer pairings are becoming an important part of the experience While beer remains central to Oktoberfest. Alongside familiar lagers and pilsners, festive menus are giving guests an opportunity to explore premium, craft and speciality beers. Lagers and other lighter, crisp beers tend to perform well, particularly in warmer weather and during outdoor celebrations. At the same time, festive occasions can encourage consumers to explore premium beers, craft styles and speciality offerings that provide a more distinctive experience. Consumer preferences can vary significantly by market, occasion and season. Ultimately, availability, pricing, brand familiarity and food pairing also influence choices. At the same time, the premium consumer is becoming more experimental, which is creating room for styles such as wheat beers, witbiers, IPAs and other more distinctive flavour profiles.