| 28 May 2024
Sula Vineyards ventures into small-scale IPs targeting new cities

MUMBAI: After giving the country one of the finest wine and music festivals- Sula fest, Sula Vineyards has announced a new live music property- Sula Sessions, for which it has associated itself with Asahi, the Japanese beer brand. The Pune and Bangalore gigs will be exclusively curated by Sula Vineyards and saxophonist Ryan Sadri and his team at New Clear Ideas.

Sula Vineyards, in a statement, mentioned, "Sula Vineyards aims to provide an opportunity to some of the finest performers in the country to showcase their talent." The plans for it have been on few months now. Over the next six months, performers will come together to form a live band, the Sun Collective, that will debut at the upcoming SulaFest 2016.

Sula Vineyards AVP marketing Shraddha Nathani said, "It was started with an aim to create a platform for bands across the country and give them an opportunity to perform at SulaFest. We want these live music nights to bring together music lovers, wine enthusiasts and gourmands from all walks of life to create a synergy that will make way for exciting collaborations." She added, "It is about enjoying a glass of wine with your favourite music at the best place in the city."

The Sula Sessions will debut in Pune with a performance by musical group The Rynosax Collective at High Spirits on 17 June. The next edition will take place at The Humming Tree, Bangalore, for which artists have yet to be finalised. "We are choosy about the talents we pick as we want the best talent to make it to the SulaFest," said Nathani. There are no hard and fast rules, the sessions can have the same artists and bands featuring at various place.

The new Sula Vineyards IP will involve more local partners, which will help Sula enter new markets.

As part of the on-ground activity, glasses of wine will be given to music fans who click pictures at the Sula Sessions. Nathani said there will be tasting sessions along with innovative on-ground activity as well as digital campaign to keep the engagement on.