12/14/2023 0 Comments Chilled chaos drawitIndia is a land of music festivals that are now second nature to most tourist routes as well. Lola, Bacardi Nh7, Sunburn, Supermoon, Magnetic Fields, Ziro, Supersonic, SteppinOut, Grubfest, Zomaland, RIFF, Mahindra Blues, Echoes of Earth, Hornbill, Sula fest and I yet do not have to look up a single name. By 2026/27 over 21.85 Million fans will attend at least one music event. In India, 2022 saw over 19,000 events with over 8 million people stepping into live music experiences and 600,000 people who chose to step in solo to these events. The global music event market size was valued at $152.2 billion in 2021 and is estimated to reach $481.4 billion by 2031, registering a CAGR of 9.7% from 2022 to 2031. To which after a defeated 2 minutes pause, the gentleman said, well this solution involves me within the answer. So you have agreed to send over 600,000 bottles of HOT BEER FROM A HOT WAREHOUSE IN A HOT TRUCK? You expect the festival organizer who is allowed by excise law to take the product in only so many hours before the festival gates open to chill it all? Which they anyways do, but for the early walk - in guests, do you want them to refuse a beer? Why on earth would you not engage your cold storage warehouses so 50% of the job is done at source? And the festival bars will cool it 50% further and your consumer will never get a warm beer. This product by excise law comes from your warehouse in a truck, this product is delivered every 6-8 hours as and when refills are called or are stored at the inventory temp warehouse within the festival site. I said you are aware that this festival has over 300,000 guests in 4 days, you also know 40% of them will drink beer, you also have been told each beer drinking guest will go for a few pints and therefore you have accounted for product. Turns out their data said 75% of all beer sold at festivals are warm, that is not the beer-consumer experience they want and therefore think the worse served product is at a live concert or festival.Įvery region has its own strategic challenge while delivering their best-bottled experience to a fan I had one question in return for him. Without getting caught in his trap I asked him what it was. If you can solve it, my entire budget is yours to play with. Swaroop Banerjee Chaos Entertainment Group (Australia) Music in a BottleĪ Chief Marketing Officer of India’s largest selling beer brand once told me, I have an issue with live entertainment. Music in a Bottle- Swaroop Banerjee, Founder, Chaos Entertainment Group (Australia)īy Swaroop Banerjee Industry Watch | Ap| Guest Article
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