MAM
SulaFest 2025 returns after five years with music, wine, and culture
Mumbai: Sula Vineyards is thrilled to announce the return of ‘SulaFest’, Asia’s favourite vineyard music festival, set for its 14th edition on 1-2 February 2025. After a five-year break, SulaFest is poised to offer an extraordinary mix of live music, premium wines, and rich cultural experiences amid the stunning scenery of Sula’s lush Nashik vineyards.
Sula Vineyards CEO, Rajeev Samant shared his anticipation: “We’re absolutely delighted to bring SulaFest back after five years. The festival has always embodied our love for wine, music, and community. This break has only amplified our enthusiasm to create an experience that not only honours the SulaFest legacy but elevates it to new heights. We can’t wait to welcome everyone back to Nashik for an unforgettable celebration.”
Since its inception, SulaFest has drawn audiences with performances by artists such as Lucky Ali, Divine, Amit Trivedi, and international acts like ‘Dub Inc.’ and ‘Gaudi’. Known for its lively atmosphere where music, dance, and wine intersect, SulaFest has become a highly anticipated event. Its comeback in 2025 is fuelled by popular demand from devoted fans.
The 2025 edition promises a diverse lineup, showcasing acclaimed musicians and new talents for an exceptional musical journey. Guests can look forward to interactive wine tastings led by top sommeliers, gourmet food experiences, and an artisanal marketplace. Attendees will enjoy Sula’s renowned wines, elevating their culinary adventure at the festival. SulaFest will now be held as a biennial event, allowing for more curated and elevated experiences.
MAM
Budweiser launches ‘Let It Pour’ platform for FIFA World Cup 2026
Campaign spans 40 plus markets with fan events, merchandise and global film.
MUMBAI: When the whistle blows, Budweiser wants the celebrations to flow just as freely. The beer brand has unveiled ‘Let It Pour’, its global football platform for the FIFA World Cup 2026, kicking off a four-year build-up with a campaign designed to turn fandom into a shared, full-throttle experience. Rolling out across more than 40 countries, including India, the initiative blends on-ground activations, merchandise and a star-led global film to capture the emotional surge of the sport’s biggest stage.
At the centre of the campaign are football heavyweights Erling Haaland and Jürgen Klopp, who front the messaging around passion, performance and collective celebration. For Haaland, set to make his FIFA World Cup debut in 2026, the platform mirrors the intensity of a moment he has long worked towards, while Klopp lends his signature energy to amplify the spirit of fans coming together.
The campaign’s global film leans into that shared emotion where matches spill beyond stadiums into homes, bars and city streets over the tournament’s 39-day run. Set to Joe Cocker’s Feelin’ Alright, it captures how football blurs boundaries, turning strangers into teammates and moments into memories.
Beyond storytelling, Budweiser is building a broader ecosystem around the campaign. The Bud Fan Store will offer exclusive tournament-inspired merchandise, from football kits to branded apparel, while Bud FC developed with Wink will host experiential fan events across select markets, recreating stadium-like energy in festival settings.
India forms a key part of this push. With football fandom on the rise, particularly among younger audiences, Budweiser 0.0 is positioned to anchor local activations, bringing fans closer to the global spectacle through community-led experiences.
The move reinforces Budweiser’s four-decade association with the FIFA World Cup, but also signals an evolution in approach. Instead of simply sponsoring the game, the brand is leaning into culture creating multiple touchpoints where fans can participate, not just watch.
In a tournament where every goal sparks a reaction, Budweiser is betting that the real win lies in how loudly and how collectively that reaction pours out.
