Prost microbrewery has established a premier club for celebrities and high net worth individuals (HNIs) in Hyderabad and plans to replicate the model in other metros, including Bengaluru.
“We have set up an entire floor for Prost Exclusive with a c -acity of 100 in our renovated premises in Jubilee Hills and the response has been quite good,” said Teja Chekuri, Founder-Director, Prost BusinessLine here.
The concept of an exclusive club for celebrities is the result of an analysis of the needs of various customer groups. “Lots of movie stars and HNIs visit our pub regularly. However, their requirements are slightly different from those of normal customers. They prefer social life and meeting others, but at the same time prefer a kind of seclusion for professional and personal reasons, ”said Chekuri.
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As part of the equipment, the exclusive members have separate access to the top floor of the premises. “You can see general customers and activity on the floors below while protecting your privacy. They too want to make contacts and network and Prost Exclusive should offer them a different experience, ”he added.
Spurred on by the “good” response, Prost plans to replicate the model in other subways, including Bengaluru.
Prost, who also owns the IronHill franchisee, is evaluating expansion plans. It now operates IronHill branches in Hyderabad, Bengaluru (Asia’s largest), Visakh -atnam, Vijayawada, Nellore and Rajamahendravaram.
“The business environment was dynamic after the second wave of Covid-19 went live. It looks like people are looking to take revenge for being forced to stay home for long periods of time due to the pandemic, ”Chekuri said, adding that microbreweries in Tier II locations are more responsive.
Microbreweries have the advantage of brewing different beer flavors with fresh ingredients like wheat, rice, mango, -ple, chocolate, coffee, lemon and blueberries, etc. depending on the season and market preference.
Prost has invested over 18 billion yen in the business to date. It established a microbrewery in Bengaluru in 2012 and was the first to receive a microbrewery license from the Telangana government and is currently in expansion mode.