Beer consumption hits the roof in Telangana

Beer consumption hits the roof in Telangana
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Chilled beer has been most sought after drink for guzzlers this summer in Telangana.  Telangana ranked number one in beer consumption in South India this year. 

Hyderabad: Chilled beer has been most sought after drink for guzzlers this summer in Telangana. Telangana ranked number one in beer consumption in South India this year.

Beer sales have hit all-time record in the state. A record of 40 lakh cases were already sold in April and it is expected that beer sales would touch 42 lakh cases by the end of May.

The highest beer sales of 39 lakh cases have been reported in May last year. A single case of beer contains 12 bottles and each bottle contains 650 ml. Interestingly, Hyderabad district has been ranked first in beer consumption this season followed by Ranga Reddy, Warangal, Karimnagar and Nalgonda.

State Excise and Prohibition officials told The Hans India that fast changing drinking habits among the youth is one of the main reasons for increasing beer consumption in the state.

Traditionally, Telangana is known as one of the highest hard liquor consuming state with over 70 per cent of liquor revenues coming from the sale of whisky, brandy and rum. Now, the trend is slowly changing as beer sales is contributing to nearly 50 per cent of the total revenues targeted from liquor in summer season.

Till recently, Kerala was on top in beer consumption due to domestic and huge influx of tourists to the state. The total consumption of beer in Telangana in 2015-16 is 336 lakh cases. It zoomed to 360 lakh cases in 2016-17.

This year, it will touch nearly 390 lakh cases as against 370 lakh cases sold in Kerala last year. To meet the beer demand, the breweries have already been asked to increase the production.

All the 17 breweries have been asked to stock all manufactured beer in the depots maintained by the Telangana Beverages Corporation Limited in the district headquarters, Excise Commissioner R Chandravadan said.

The government also considered the demand from breweries to increase the limit on production of beer this summer. With the increase in liquor sales, the government is planning to set `16,000 crore revenue target from liquor sales as against Rs 14,500 crore last year.

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