Tamil Nadu State Marketing Corporation (Tasmac) plans to introduce a range of premium beer brands, including Bira, Geist, Godfather, and Thunderbolt, across all its retail locations.
For years, beer enthusiasts in Tamil Nadu have voiced their dissatisfaction over the limited options available. However, Tasmac is set to address this issue by procuring beer, including pint-sized cans and bottles, from out-of-state sources for the first time.
Until recently, Tasmac had restricted the sale of beer in Tamil Nadu to brands with local breweries, even though imported beer was permitted.
At the moment, Tasmac sources 35 different beer varieties from Accord Distillers and Breweries, United Breweries, SNJ Breweries, and Kals Breweries. However, the SOM Group, based in Madhya Pradesh, has established a brewery in Gummidipoondi and is gearing up to supply fresh selections, including Hunter, Woodpecker, and Powercool.
Although these brands will be accessible starting in November, the ones obtained from other states are anticipated to be stocked on retail shelves by December.
Tasmac procurement officials have verified that these beer varieties will be accessible at all outlets, without any restrictions to exclusive shops.
“The intention is to make more varieties available,” said an official on condition of anonymity. Tasmac had recently introduced 100% barley-based beer from SNJ Group.
Tasmac is also contemplating the launch of new beers with lower alcohol content.
Authorities are currently in negotiations with suppliers to ensure the availability of these products before the arrival of the next summer season.
The supplier will furnish the outlet with a chiller for the exclusive storage of fresh beer. Unlike standard beer, fresh beer does not undergo pasteurization, resulting in a shelf life of 90 days, whereas regular beer can be stored for 180 days.
Fresh beer contains 4% alcohol content, which is lower than the 8% alcohol content found in strong beer varieties. Lager beer, on the other hand, has a 7% alcohol content.