Rising mercury helps beer to achieve record sale in Rajasthan

The heat wave sweeping across Rajasthan has been a bonanza for the beer breweries since the demand for the chilled fermented beverage has shot up by 15 percent.

By Lokendra Singh

Jaipur, June 21 : The heat wave sweeping across Rajasthan has been a bonanza for the beer breweries since the demand for the chilled fermented beverage has shot up by 15 percent.

Thirsty people as well as tourists are heading for the nearest beer bar or liquor outlet to quench their thirst with a chilled glass of beer.

This is evident from the taverns in star-rated hotels in Jaipur which are packed with guzzlers. Over ninety percent of the bar occupants prefer beer with a mere ten percent opting for hard liquor.

Customers feel that beer is apt for chilling as well as stimulating effects in sultry climate.

"It is too hot outside and I had to have a drink since I was thirsty. The extract of barley which is considered as cooling is used to brew the beer and this is drought beer. It does not have glycerine and it's very light. In the morning, you do not feel bad. You feel fresh. That is why we like beer in the summer," said Yogesh, a customer.

During this season, around rupees 450 crores worth of beer was sold in Rajasthan as compared to around rupees 400 crores in 2006.

"With increasing heat, the demand for beer is also on the rise. When the weather is hot people do not like wine; they prefer beer. That is why the sale of beer is increasing," said Trilok Singh, a vendor.

According to beer industry data, the demand of beer is increasing day by day. People prefer light drinks than hard drinks during summers. "Beer keeps you light" said Manmohan Singh, Manager, Food and Beverages, Park Plaza, Jaipur.

None should be surprised if Rajasthan is branded as the Rhine of India, outstripping Goa, Mumbai and Bangalore, presently the top three beer consuming places.

ANI