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Delhi’s beer belly

india Updated: Jun 11, 2010 00:38 IST
Highlight Story

As the world’s biggest sporting event — the Football World Cup — kicks off today, NCR’s bars and pubs are clamouring to gear up for a skyrocketing demand for beer.

Pub owners say the traditional combination of beer and soccer, coupled with the soaring heat, could mean a sale of upto 700 litres of beer for some pubs every day, till the end of the world cup.

“We saw an average consumption of 500 litres of beer every day during the IPL, we expect that to double now. Soccer brings a lot of expats and corporates, and for them the game is incomplete without beer,” says Hemant Nautiyal, manager, Howzatt sports bar in Gurgaon.

“In the past month, around 15 lakh bottles of beer (650 ml) have been consumed in Gurgaon alone, and during the world cup, the sale can easily touch 40 lakh bottles. In Delhi, this may even go upto 60 lakh,” says Mritunjai Tiwary, GM of the brewery-cum-pub, Vapour. “We expect to sell 600 litres of beer a day as compared to the 350 litres during IPL matches.”

“Given that the matches start in the afternoon, beer consumption will increase. Already there’s a shortage, and several brands are unavailable. We have stocked up on beer to ensure our guests get enough,” says Vineet Wadhwa of Fio Country Kitchen and Bar, Mehrauli.

“We expect to sell around 300 to 400 bottles of beer on match days. Beer prices in the market have increased, but we aren’t increasing it,” says Samir Chawla, of Blues in Connaught Place. “This is the best time for beer companies to attract customers. We expect around 10 cases of beer to be sold on any match day,” says Saurabh Khanijo CEO Kylin at Vasant Vihar.

“We’re expecting around 200- 250 guests every day during FIFA, so, close to 500 bottles of beer will be sold in a day,” says Sudha Pukreja of Blanco.

World’s gone beer crazy
According to South African Breweries (SAB) 100,000 hectolitres (1 hectolitre = 100 litre) of beer will be sold during the five-week World Cup.

During 2006 World Cup in Germany, the per capita beer consumption in the host country was 117.8 litres per day

Czech Republic consumed the most beer during the 2006 World Cup. The per capita consumption was 156.9 litres

Inputs from Aakriti Sawhney