Media company Hearst Magazines International, publisher of journals such as Cosmopolitan and Esquire, is planning to expand its operations in India over the next few years—not by launching new magazine editions, but by setting up premium whiskey lounges across the country.
Esquire whiskey and cigar lounges will be launched in partnership (licensing agreement) with franchise solutions company Franchise India Holdings Ltd, under which the latter is looking to invest USD 4-5 million over the next few years.
The first Esquire lounge is scheduled to open in Delhi in early 2018; it will be followed by 14 more lounges in other major cities. Esquire was founded as a men’s apparel trade magazine, and was acquired by Hearst in 1986.