The Esquire Magazine Brand Will Soon Encompass Whiskey Lounges in India

Starting with a location in central Delhi scheduled for 2018

Headshot of Richard Horgan

Here’s an interesting twist on the international management of a brand-name U.S. magazine.

Esquire is published internationally in two dozen countries or regions. India is not one of these and would seem primed as a logical next step in that regard. However, instead of a localized edition, it will be whiskey lounges.

Hearst Magazines International announced today that it has partnered with Franchise India Holdings Ltd. to open an initial location in central Delhi in 2018, followed by 14 more whiskey lounges across India:

“The Esquire brand has global recognition, epitomizing cool confidence, wit and style; the lounges will reflect that, offering guests a truly unique experience,” said vice president and global chief licensing director Steve Ross. “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.”

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

Currently, the closest thing to Esquire India is a garment industry wholesaler that goes by that name. In India, Hearst Magazines publishes editions of Cosmopolitan and Harper’s Bazaar.

Earlier this summer, Esquire U.S. released a compendium of “The Best Whiskeys in Every State Right Now” and from that grouping, its ranking of the top 10 nationally. Topping the latter list: Seattle’s Westland brand.

@hollywoodspin Richard Horgan is co-editor of Fishbowl.
Publish date: July 10, 2017 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT