Six Fields elevates brand presence at Enrique Iglesias’ concert

DeVANS’ premium beer Six Fields made a high impact cultural statement as the Celebration Partner for Enrique Iglesias Live in Concert held at Mumbai’s MMRDA Grounds, BKC, on October 29 and 30. With exclusive beer-pouring rights at one of 2025’s most anticipated international concerts, Six Fields leveraged the Grammy-winning artist’s return to India after 13 years to assert itself as a rising national lifestyle brand.

For a brand that recently expanded into Mumbai, Pune and Thane, the partnership marked a strategic leap from regional premium player to a cultural force with nationwide visibility. Enrique Iglesias’ iconic hits, from ‘Hero’ to ‘Bailamos’, pulled over 60,000 music fans over a two-day spectacle, offering Six Fields the perfect environment to align with high-energy, emotion-driven experiences.

Six Fields showcased its Belgian-style portfolio, Pilsner, Blanche, Cult and Brute, through an ecosystem of immersive touchpoints. These included curated lounges, thematic bar installations, branded giveaways, influencer-led amplification and experiential activations with its mascot hops, turning product trials into memorable interactions. The brand extended visibility beyond the venue with digital contests and exclusive social engagements, reflecting a modern, omnichannel approach to consumer connection.

Backed by recent accolades like Silver at the 2025 Asia Beer Challenge and Gold at the Brussels Beer Challenge, Six Fields reinforced its premium credentials while introducing concert goers to its craftsmanship. Its new campaign, ‘No Matter the Mood, Make It Good,’ found natural synergy with Enrique’s emotionally resonant music.

Prem Dewan, Chairman and Managing Director of Devans Modern Breweries Ltd., said, "Enrique's energy was unmatched and Six Fields was all about turning every moment into something extraordinary. This partnership transcended traditional beer sponsorship. It was about crafting unforgettable nights where music, mood and craftsmanship converged in ways our consumers will remember for lifetimes."

Deepak Choudhary, Founder, EVA Live added, “Enrique Iglesias's return to India transcends mere nostalgia. It's about reigniting the shared connection he has with his fans. The sincerity in the venue was palpable. For those who had eagerly awaited his return, this concert was more than just a performance; it was a powerful reminder of why his music resonates across generations. This collaboration represents a significant investment in bringing world-class entertainment to Indian audiences.”

With expansion into more metros ahead, the partnership positions Six Fields as a premium lifestyle brand with cultural authority.