A beer
tasting session right in the middle of the week? You've got to be seriously kidding
me.
But wait ...
this wasn't just any other beer tasting session. Spanish brewing major, Mahou San Miguel, has launched its flagship beer Mahou 5 Star in Delhi a few days
ago, and in true Spanish style and tradition, they extended a warm invitation
to me, along with a section of media personnel, to attend this event on August
5 at The Pint Room, Gurgaon.
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| The Pint Room, Gurgaon |
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| Another View of The Pint Room, Gurgaon |
Mahou San Miguel is a 100% Spanish company. As a matter of fact, they are the sector
leader in Spain with a production share of 35.5% and have eight brewing
facilities (seven in Spain alone and one in Bhiwadi, India, the company's first fully
owned subsidiary outside of Spain).
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| Mahou 5 Star Beer |
The firm's history dates back to the year
1890. With nearly 125 years of unflinching supremacy and over 2700 professional
workforce spanned across the world, Mahou is truly a brand to reckon with.
Internationalization
is one of the strategic cornerstones for Mahou's business, since they produce
more than 75% of Spanish beer consumed worldwide and have a global footprint in
over 60 countries.
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| Mahou 5 Star Beer - Served at a Tasting Session |
Produced
with the finest varieties of hops and yeast, Mahou 5 Star stands out for its
golden color but more significantly for its distinctively mild and lingering
taste. Before the tasting, we were told that this well balanced beer is made
with signature yeast, whose secret recipe is stored under high security in the
beer's originating country, Spain.
Mahou 5 Star
is now available in Delhi, with distribution expanding on to nine different states
across India. Catering to a premium segment of the beer market, Mahou is trying
to woo the 'evolved Indian consumer' who appreciates taste beyond anything else.
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| Mahou 5 Star and Dare Devil Beers |
You simply cannot
take your eyes off the thick cream that envelops the glass when this beer is
poured. Marked by notes of toasted barley and memories of starch, Mahou 5 star
is also known for its unique way of serving beer in Caña, a small glass with a
little less than a half pint of beer.
Since
drinking in Spain is mostly about two things - fun and football - it is usually
complimented with food like Tapas, a variety of appetizers in the Spanish
cuisine.
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| Canas and Tapas |
At the
tasting session, we were also introduced to Dare Devil, an extra strong beer in
the semi-premium category brewed in India for Indians only.
[PS] Both Mahou 5 Star
and Dare Devil are being brewed in Bhiwadi, Rajasthan. Mahou San Miguel is the
first Spanish company to operate in this region with its own brewery.
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| Mahou Dare Devil |
A 650 ml
bottle of Mahou 5 Star is priced at INR 150 for the Indian market. On the
other hand, a 650 ml bottle of Dare Devil is priced at INR 110. Isn't that
great!
Mahou is
associated with professional football clubs in Spain like the Real Madrid and
Atletico De Madrid.
In India,
Mahou sponsored the first '5-A-Side Football Corporate League' in the Delhi NCR
corporate circle, providing a great platform to showcase footballing talent. The winners were
flown to Madrid, Spain, to watch a live football match.
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| Mahou 5-A-Side Football Corporate League |
Mahou is now
planning to host a 'Dare to Win Challenge', which is a series of fun acts that
challenge your inner strength and brings out the Dare Devil in you!
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| Mahou Dare Devil Dare to Win Challenge |
So what are
you waiting for? Enjoy the 5 star taste crafted to the highest standards. Enjoy the pride of Madrid.
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