SOCIAL Turns Oktoberfest Into A Celebration Food And Friendship Across India

SOCIAL celebrates togetherness over beer this Oktoberfest, bringing friends together across India. From 19 September to 10 October, PROST N’ DOST adds food, games and shared moments to the festive calendar.

SOCIAL celebrates togetherness over beer this Oktoberfest with PROST N’ DOST, a nationwide hospitality campaign built around friendship, food and shared experiences. From 19 September to 10 October 2026, SOCIAL venues across India will invite groups to raise a cheer, compete in Beer-lympics games and enjoy a menu designed for communal dining.

The celebration puts beer at the centre, while the experience extends beyond the glass through interactive activities and generous shared plates. As Oktoberfest continues to influence food, beverage and social dining trends worldwide, SOCIAL is using the occasion to create an informal gathering designed around connection, participation and memorable evenings with friends.

SOCIAL is bringing a distinctly social interpretation of Oktoberfest to its venues across India, combining beer, communal food and interactive games under its PROST N’ DOST campaign.

Running from 19 September to 10 October 2026, the celebration is designed around the idea that beer can act as a catalyst for social interaction. Rather than focusing solely on drinks, SOCIAL is positioning the occasion as a broader hospitality experience, with group activities, shared plates and a special draught beer offering.

What is SOCIAL’s PROST N’ DOST Oktoberfest celebration?

PROST N’ DOST is SOCIAL’s Oktoberfest campaign centred on friendship, beer, food and group experiences. The concept combines the traditional Oktoberfest cheer of prost with dost, the familiar Hindi word for friend, giving the campaign a distinctly Indian social identity.

The programme reflects SOCIAL’s positioning as a casual, community-oriented hospitality brand. Its Oktoberfest offering is intended to encourage guests to spend more time together rather than treating the festival simply as a seasonal food and beverage promotion.

The campaign will run across SOCIAL outposts in cities around India, giving groups an opportunity to participate in activities while sampling the festival menu and draught beer selection.

How will the SOCIAL Beer-lympics work?

The SOCIAL Beer-lympics will turn Oktoberfest into a group competition, with teams taking part in four games and competing for the top position on the leaderboard.

One of the featured challenges is Sip to the Beak, which requires players to take a single sip and stop when the beer foam reaches the marked Kingfisher’s Beak level on the glass.

The activity adds a competitive element to the campaign while encouraging groups to participate together. For hospitality operators, such interactive formats can also create a more experiential approach to seasonal celebrations, giving customers activities beyond conventional dining and drinking.

What food will be served during Oktoberfest?

The campaign menu focuses on dishes designed for sharing, with a combination of familiar comfort food and contemporary SOCIAL-style flavours.

The selection includes Charred Corn Ribs finished with a Bloody Mary glaze, Loaded Potato Skins, BBQ Mushroom Baos with chilli mayo and Salchipapas, combining fries, BBQ sausage and a fried egg.

The menu also features Smoked Jackfruit Quesadilla, Pepperoni & Bacon Chilli Cheese Toast with hot honey gochujang, BBQ Chicken Drumsticks served with creamy potato salad, Sausage Chilli Quesadilla and Sausage Sweet & Sour.

For dessert, Grilled Pineapple Cake with whipped cream provides a sweet finish to the meal. The variety allows groups to order several dishes for the table, reinforcing the communal dining element of the campaign.

What beer options will SOCIAL offer?

Beer remains central to the PROST N’ DOST experience, with a special draught beer line-up available during the Oktoberfest period.

SOCIAL will also offer pitchers and towers, giving larger groups formats suited to communal drinking. The approach complements the campaign’s emphasis on bringing friends around the same table rather than treating beer as an individual order.

The combination of draught beer, group-sized formats and shared food gives the promotion a clear hospitality focus while connecting the occasion with the broader social traditions associated with Oktoberfest.

Why is friendship central to the campaign?

According to Divya Aggarwal, Chief Growth Officer, Impresario Entertainment & Hospitality Pvt. Ltd., beer has traditionally played a role in bringing people together, encouraging conversations and creating opportunities for new connections.

She said the PROST N’ DOST concept is intended to capture that shared spirit through beer, food and experiences that groups can enjoy together.

The statement also underlines the campaign’s wider objective: positioning Oktoberfest as an occasion for social connection rather than simply a beer-focused festival. That approach allows SOCIAL to combine its food-and-beverage proposition with entertainment and participation.

The cause behind SOCIAL’s Oktoberfest campaign is the growing role of experiential dining in hospitality, where customers increasingly seek food, drinks and activities within the same outing. The answer is PROST N’ DOST, which combines beer, shared plates and the Beer-lympics across SOCIAL venues from 19 September to 10 October 2026.

The reason is straightforward: group experiences can make seasonal celebrations more participatory and memorable. By pairing draught beer with communal dishes and competitive games, SOCIAL is extending Oktoberfest beyond traditional drinking occasions. The campaign therefore connects food, entertainment and friendship within a single hospitality experience designed for groups across India.

SOCIAL’s PROST N’ DOST brings together the core ingredients of a contemporary Oktoberfest celebration: beer, food, games and friendship. Running from 19 September to 10 October 2026, the campaign gives guests across SOCIAL venues in India an opportunity to experience the festival through a distinctly group-focused format.

The Beer-lympics introduces competition, while the sharing menu encourages guests to order and eat together. Pitchers and towers further support the communal character of the occasion. From Charred Corn Ribs and Loaded Potato Skins to BBQ Chicken Drumsticks and Grilled Pineapple Cake, the menu provides a broad selection for groups. The campaign also demonstrates how hospitality brands can use established cultural celebrations to create locally relevant experiences. For SOCIAL, Oktoberfest becomes more than a beer occasion; it becomes a platform for social dining, participation and connection, giving friends another reason to gather around the same table.

What does SOCIAL’s Oktoberfest campaign mean for hospitality?

The PROST N’ DOST campaign illustrates how hospitality brands are increasingly using seasonal occasions to create experiences that combine dining, beverages and entertainment.

For SOCIAL, the emphasis on group games, shared plates and communal beer formats creates multiple touchpoints within a single visit. It also gives the Oktoberfest period a defined identity that can be experienced across its venues.

With the campaign running until 10 October 2026, guests will have several weeks to experience the Beer-lympics, seasonal food and draught beer offering. The result is an Oktoberfest programme built less around a single event and more around repeated opportunities for groups to meet, eat, compete and raise a cheer together.