International Cricket Council will announce its partnership with the flagship Indian craft beer brand Bira 91.
The formal announcement is slated for Wednesday (November 28) in New Delhi.
However, it will be interesting to see how the world governing body and the liquor brand will manage to leverage the partnership in Indian market, which prohibits promotion of alcoholic beverages and tobacco brands.
It is expected the brand in India will be promoted with its surrogate product Bira 91 Hot Sauce.
B9 Beverages founder and CEO Ankur Jain and ICC General Manager, Commercial, Campbell Jamieson will reveal the details of the partnership at the event on Wednesday.
B9 Beverages has been manufacturing and distributing the Bira 91 beer in India since 2015.