India: Tamil Nadu state resorts to imports to make up for beer shortage

A scorching summer, a phenomenal demand for strong beer and a dip in supply from distilleries in Tamil Nadu forced the state’s Marketing Sales Corporation (TASMAC) to procure beer from other states to make up for the shortfall, PTI reported on June, 14.

The TASMAC officials said around 300 thousand cases of beer had been ordered from other states. This is the second time beer is being imported, especially from companies such as SABMiller.

For years, Tamil Nadu has had a policy not to retail beer that is not brewed in the state, leaving the market with limited choice, with Kingfisher leading the pack followed by Marco Polo Super Strong.

Mohan Breweries and Distilleries Ltd, Balaji Breweries and Empee Breweries are the only brewers in the state with local beer making units.

The Southern beer market, constituting nearly 50 per cent of national beer sales, is dominated by 'strong' beer brands with an alcohol content of 7.5 to eight per cent, a segment that is growing significantly.

Sales are usually high in March, April and May, the peak summer season. According to official statistics, Tamil Nadu ranks third in consumption after Punjab and Andhra Pradesh, while in volume terms, the state tops the list due to higher taxes.

17 June, 2009