Playboy is full of surprises these past few months: In addition to swapping its signature nude covers for ones that feature a handful of clothing items, Hugh Hefner’s magazine brand is also getting into the beer-garden business. In India. A country that has a complicated relationship with female nudity.
According to Business Standard, Playboy Enterprises is opening its first beer garden in Pune, which is located near the city of Mumbai. Parag Sanghavi, a chairman of PB Lifestyle, the company behind the venture, will include not just a “beer café,” but it will also have its own brewery where they will make Playboy beers. The in-house brewery has the capacity to produce 8,000 liters of beer per month.
The Pune beer garden is just one of many Playboy plans to open in India. Overall, the company hopes to launch 11 beer gardens throughout the country. The next one will be a 12,000 square foot beer garden in Bengaluru slated to open at the end of the year.
While it is surprising that Playboy decided to open its first beer garden in India, it’s not surprising that is getting into the beer business. The magazine is known for its epic parties thrown at the Playboy Mansion and the brand owns several clubs around the globe.
Playboy also isn’t the first magazine brand to enter into the restaurant space. Condé Nast has launched a number of GQ bars in international cities like Istanbul and Moscow. The Russian capital is also home to a Vogue Café. Plus, writes Business of Fashion, Condé is planning on opening more GQ– and Vogue-themed bars, cafes, and clubs in Singapore, Bangkok, Dubai, and Latin America.
[via Business Standard]