It is that time of the year when chilled beer brings good cheer.
With Delhi reeling under scorching heat, beer shops are out to make hay while the sun shines -- more than 15 lakh beer cases have been sold in May.
"A total of 15,228,29 beer cases were sold in last month in the capital," said a senior excise official.
Simply put, with each case containing 12 bottles, Delhi's beer consumption should touch a new high this summer.
The sale of beer had touched 14,80,951 cases in April.
While there is a growth of about 30 per cent in beer market, the Excise Department is hopeful of meeting the target of Rs 1700 crore in the current fiscal.
For those not familiar with the spirit of the season, Delhi has about 37 brands of beer in the light, strong and canned segment to choose from.
"Though mild beer caters to a large part of the beer consumers, the strong beer sale is also picking up," the official said adding, "there is also a market for canned beer."
The sale of beer generally picks up from March and the demand peaks during May-June every year.
The beer market in India, including Delhi, offers vast scope for growth, the official said.
Hic, hic, hurray, did someone say?