Six Fields beer partner at Enrique Iglesias concert

DeVANS, Six Fields secured the distinction of being the celebration partner at the recently concluded Enrique Iglesias live concert in Mumbai — a monumental cultural event that commanded the undivided attention of over 60,000 passionate music enthusiasts across two electrifying nights at the MMRDA grounds, Bandra Kurla Complex on 29 and 30 Oct.

By capturing the exclusive beer pouring rights at one of 2025’s most anticipated international music spectacles — the Grammy-winning superstar’s triumphant return to Indian soil after a 13-year hiatus — Six Fields has boldly announced its arrival as a premium lifestyle brand that refuses to follow convention.

The convergence of Enrique Iglesias’ legendary status with Six Fields’ innovative positioning represents more than a transactional sponsorship. It symbolizes a strategic masterstroke that elevates Six Fields from a regional premium player to a nationally recognized brand commanding the cultural zeitgeist. For a beer brand that only recently expanded into the Mumbai, Pune, and Thane markets, this partnership transcends traditional marketing playbooks.

Enrique Iglesias’ return to India represented a cultural phenomenon that had gripped the nation’s imagination. The Spanish pop icon, whose chart-topping anthems — from “Hero” to “Bailamos” to “Tonight (I’m Lovin’ You)” — ensured that over 25,000 fans filled the venue each night, their collective energy creating an atmosphere of unbridled celebration, the precise emotional territory where Six Fields thrives.

Drawing from its product portfolio of Belgian-style beers, Six Fields transformed the concert experience through a strategically designed ecosystem of engagement. The brand’s four distinctive offerings — Pilsner, Blanche, Cult, and Brute — for every taste preference, proving that premium beer, like great music, must resonate with multiple emotional frequencies.

The activation extended far beyond simple point-of-sale transactions. Six Fields orchestrated an immersive brand universe within the concert venue, featuring Six Fields lounges offering premium consumption experiences in an increasingly image-conscious market, thematic bar installations that transformed functional beverage service into cultural moments, branded giveaways that captured the spirit of the association, influencer collaborations that amplified brand narrative across digital channels, experiential activations with Six Fields mascot HOPS at the event converting moments into memories and trials into long-term brand loyalty.

Beyond the venue, Six Fields extended its cultural narrative through digital contests, social media engagements, and exclusive giveaways — an omnichannel strategy that demonstrated the brand’s understanding of modern consumer behaviour.

Their recently launched brand campaign, “No Matter the Mood, Make It Good,” acquired profound resonance in this context. Enrique’s music has always been about emotional authenticity — whether celebrating romantic euphoria or processing heartbreak. Six Fields positioned itself as the beverage equivalent of that emotional truth, available across every mood, every celebration, every moment that matters.

For Devans Modern Breweries, the partnership signals a decisive commitment to building Six Fields as the beverage of choice for India’s premium lifestyle consumers.

With planned expansion into additional metro cities and continued product innovation, Six Fields’ momentum from the Enrique Iglesias concert represents a launching pad for sustained growth. The concert partnership has fundamentally altered the brand’s narrative — from an emerging player seeking market validation to a premium lifestyle brand that commands cultural authority.

Prem Dewan, chairman and managing director of Devans Modern Breweries, 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, states, “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. We are excited to bring one of the biggest shows in India this year with this sold-out, two-day spectacle. This collaboration represents a significant investment in bringing world-class entertainment to Indian audiences.”