As per our analysis, there will be 4 major kinds of costs that Ab InBev would have

to incur
excluding the cost of beer sold. Given below is a detailed description of the cost
per event and
our methodology to estimate them.
One day License Cost
This is a cost we would have to pay to the government in order to obtain 1-day
license to sell
liquor in Bangalore. This comes out to be INR 10K which can be found on the website
of
Karnataka state excise department.
Set up cost for the event
This includes a tent, decoration cost for the event. Since ours would be an outdoor
event
similar to wedding functions, we have estimated the cost using high-end outdoor
décor as a
proxy. This comes around 2Lac for one event.
Collaboration cost with the venue
This is the cost that we would need to pay to owners of corporate tech parks for
using their
space for a day. As before, leveraging the similarity of our event with the high-
end wedding,
we proxied the cost with the typical high-end wedding venue charges. Cost of
collaboration is
estimated to be 3.5Lac per event.
Ad expense
Using industry standards, we have estimated the advertisement and promotion expense
to be
10% of the expected sales. Ad expense is estimated to be 1.2Lac per event.