In the midst of a water crisis and with temperatures reaching near-record highs in Karnataka, beer sales are skyrocketing to levels never seen before. Bengaluru, the state capital and famously dubbed the Silicon Valley of India, emerges as the hub of beer consumption in the entire southern region.
A high-ranking official from the excise department attributed the surge in sales to the escalating temperatures in Karnataka. In just the last 15 days, an astonishing 23.5 lakh carton boxes of beer were reportedly sold statewide.
The spike in beer sales aligns with the recent forecast by the Indian Meteorological Department (IMD), which anticipates extended heat waves across different areas of central, northern plains, and southern India during the forthcoming summer months.
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Data obtained from the excise department indicates that Karnataka has already achieved 61% of the total sales reported for the entire month of April 2023.
However, upon closer examination of the data, it becomes apparent that beer sales have been skyrocketing since the beginning of 2024, as noted in the report.
In both February and March, beer sales surpassed the records set in the previous year, reflecting a consistent trend seen throughout 2024. This summer, the excise department noted a remarkable 30% increase in sales compared to previous years, signaling a significant surge in demand.
Reassuring consumers, the excise department affirmed that it has an ample stock to fulfill the increasing demand for beer.
Another official stressed that during the summer season, beer becomes the preferred beverage for many individuals, both in urban and rural areas. As temperatures rise, so does the consumption of beer.
Consumers reportedly prefer chilled beer, with many believing it helps in battling the sweltering heat.
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