Beer Café to enter product retailing


New Delhi: Not all beer lovers may have heard of Ty Parker and Trevor Abbott. During their college days, the Florida-based Parker and Abbott hated one thing—having to drink warm beer. So the duo of mechanical engineers invented a battery-operated device—SpinChill—in 2013 that chills beer cans in 60 seconds anywhere, anytime. It is a portable, hands-free device which is patented. SpinChill will soon be available in India.

The New Delhi-based beer bars chain Beer Café will start selling SpinChill in India from 2 April for Rs.2,990 at some of its existing retail outlets. The beer chain’s plan is to retail 30 such products initially and 100 by the end of the year. Beer Café is owned by BTB Marketing Pvt. Ltd.

Rahul Singh, founder and chief executive of Beer Café, said he wanted to build product retailing as a strong revenue stream, leveraging the existing infrastructure. In five years, the product retailing business branded Beerosphere, will generate Rs.150 crore, he said.

After test-marketing for six months, Singh decided to start retailing products at select outlets in the National Capital Region (NCR). The business will later expand to all its 35 cafes in 10 cities. These will also be available on e-commerce websites.

Beer Café will sell merchandise and patented products across categories including gaming, gadgets, gifting, décor and glassware. The list includes quirky cooling devices, among others things, priced between Rs.95 and Rs.3,750.

“It’s not a branding exercise as none of the products will have Beer Café logo on it,” Singh said. Beeroshpere will take a small part of display at the cafes, he said, adding that the chain hopes to open 200-250 outlets in the next three years.

The beer bars chain, backed by Mayfield Fund and Granite Hill Capital, reported revenue Rs.33 crore in the financial year 2014-15, more than double the Rs.13.7 crore it earned in the previous year, according to data available with the Registrar of Companies. It reported a loss of Rs.11.3 crore in 2014-15.