India: Tamil Nadu sees 31% rise in beer sales in 2018-19

Warm weather and beer go together. So it should come as no surprise that beer is Tamil Nadu’s favourite tipple. Tasmac, the state-run coporation that sells all liquor in the state, has seen a 31% rise in beer sales in 2018-19, the Times of India reported on April 26.

Every third bottle of liquor sold in the state was beer. Data sourced by TOI revealed that 320 lakh cases of beer was sold in 2018-19, against 243 lakh cases in 2016-17. Fiscal 2017-18 is not taken into consideration as 60 per cent of TASMAC wine shops were closed after Supreme Court banned sale of liquor within 500 metres of highways from April 1, 2017. Later, closed shops were reopened following the apex court allowed the sale of liquor within 500 metres of highways in urban areas.

The growth in beer sales far outstripped the rise in total liquor sales, which was a modest 3%. Brandy continued to be the spirit of choice with 87% of tipplers. It was followed by rum and vodka for 10% and 2%. And, Chennai and its peripheries account for 25 per cent of Tasmac’s sales.

Food and beverage consultant Arasu Dennis said that majority of youth flocking city pubs prefer beer over spirits. "Beer is light and can be consumed over a long period, and will not cause any hangover. These reasons drive youngsters under the age group of 30 to choose beer instead of spirits such as rum, whisky or vodka," he said. Availability of more beer brands was another reason.

A total of 34 locally manufactured beers are available in TASMAC wine shops, while its elite shops sell beer sourced from overseas.

“It is an increase in sale volume by 31 per cent between the two financial years. In fact, last year's rise was the third highest increase since the state government took over the retail sale of Indian made foreign liquor (IMFL) in 2003," a TASMAC official told TOI.

Last year, TASMAC introduced beer in pint bottles and cans at local wine shops. "Pint beer is the most sought after, which is one of the reasons that pushed beer sales," the TASMAC official said.

On consumer complaints that their favourite brands are hard to come by at Tasmac shops, the official said, "We are ensuring adequate stock of fast-moving varieties is available in the wine shops."

South India hotels and restaurants association honorary secretary T Nataraajan said 60 per cent of visitors to bars operating in star hotels consume beer. "Beer consumption is on the rise. Customers hiring halls in hotels for parties too order beer in much higher volumes than IMFL," he said.

Naveen, a 22-year-old entrepreneur, said his peer group prefers beer at parties. “Beer is our choice because one does not have to wake up with a hangover the next morning. And what can beat a cold beer during the summer," he asked.

25 April, 2019