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HindustanTimes Sat,20 Sep 2014

Delhiites guzzle beer to beat summer heat

Darpan Singh, Hindustan Times  New Delhi, May 10, 2013
First Published: 23:33 IST(10/5/2013) | Last Updated: 02:21 IST(11/5/2013)

Amid the hot summer spell, more and more Delhiites are quenching their thirst with beer, causing its sales to go up substantially.

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Beer consumption has gone up by 65% from May 1 to 9 this year, with 4 lakh cases of beer sold. During the same period last year, the figure was 2.4 lakh cases.

“Each case contains 12 bottles of 650 ml, meaning a total of 48 lakh bottles were sold in the last nine days, compared to 28.8 lakh bottles sold during the same period last year,” said a senior excise department official.

Over 30 brands — in strong, light and canned segments—are available in Delhi. Sales have gone up at liquor vends as well as in restaurants, pubs and hotels. “There is a http://www.hindustantimes.com/Images/Popup/2013/5/11-05-pg5a.jpgsubstantial rise in demand because of the hot weather. We’re falling short in terms of our capacity to keep the bottles chilled. Buyers are even grabbing bottles not kept in the freezer,” said a liquor shop salesman in Mayur Vihar phase I.

“Power cuts, which have begun to haunt us, also seem to have spurred people into buying more and more bottles,” said Pritam Singh (28), a Delhi resident who works at a Noida call centre.

The hot summer season in Delhi usually sees a spike in sale of beer. During April, May and June last year, six crore beer bottles were sold, compared to four crore bottles in 2011, registering an increase of 50%.

Sales are expected to go up further as June registers the maximum sale of beer. Beer sales went up by around 30% in June last year compared to the same period in 2011. With the onset of monsoon, beer sales slump a bit but demand continues till September. 

Revenue generation from liquor sale in Delhi is around Rs. 2,500 crore per year.


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