Food & Drink 

Hearst Magazines ties up with Franchise India Holdings to launch Esquire-branded whisky lounges across India

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Hearst Magazines has tied up with Franchise India Holdings to launch Esquire-branded whisky lounges across India.

The Esquire lounges will provide an immersive brand experience inspired by the long-running men’s magazine.

“The Esquire brand has global recognition, epitomizing cool confidence, wit and style; the lounges will reflect that, offering guests a truly unique experience,” says Steve Ross, VP, global chief licensing director, Hearst Magazines. “This partnership is an excellent opportunity to create a new business with a best-in-class operator and bring the spirit of our brand to a new audience,” he added.

The first Esquire lounge is scheduled to open in central Delhi in early 2018 to be followed by 14 additional lounges in major cities across India.

“Modern Delhites are looking for stylish venues to meet friends and colleagues,” observed Gaurav Marya, chairman, Franchise India Holdings. “The Esquire lounges will embody the brand’s character making them a perfect fit for India’s urbane, culturally savvy community.”

 

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