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“How Did a Mumbai Ad Guy End Up Brewing Beer in Serbia?! 🇮🇳🇷🇸 The Wild Journey of Soulcity Brewing Co.”

Who would’ve thought a Mumbai lad from advertising would pack a backpack, land in Serbia, and—
within just a year and a half—launch one of the quirkiest, boldest craft breweries in Novi Sad? 😄🍺
But that’s exactly the story of Sanat Shende, founder of Soulcity Brewing Co.

In this cheerful, flavour-packed chat with Cheers Chatty, we travel across cultures, cities, beer styles, and stories—straight from Mumbai to Novi Sad.

Get ready for:
✨ Serbia’s unexpectedly diverse craft beer scene
✨ How Sanat turned backpacking curiosity into a full-fledged brewing career
✨ The mad, beautiful chaos of setting up a brewery in a new country
✨ Beers inspired by adventures—like Suse Gado & Honolulu Groove
✨ A beer dedicated to beer (yes, that’s a thing!)
✨ Serbian beer drinkers vs. Indian beer drinkers—who wins? 😉
✨ Soulcity’s cheerful, non-aggressive packaging philosophy
✨ Why hops are a love language
✨ And a big toast: “Živeli from Novi Sad!” (That’s “Cheers!” in Serbian 🇷🇸✨)

This episode is fun, insightful, cross-cultural, and absolutely worth your next pint.

If you love beer, storytelling, travel, branding, or just good vibes…
you’re going to love this conversation. 🍻💛

🍺 Enrol into the Craft Beer School to learn everything inside and outside the bottle.


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📍 In-person courses available in Bangalore
We offer workshops ranging from:

3-hour introduction to brewing — ₹10,000

1-day super intensive — ₹20,000

12-week professional brewing program — ₹1,25,000

📩 To join the next batch, visit:
🌐 craftbeerschool.in