Telangana heatwave fuels chilled beer craze, sales jump by 65%

A glass of beer

Beer has become the go-to drink for many in Telangana, as people seek relief from the intense heatwave sweeping across the state. In the past two weeks, beer sales in the state have shot up by 65 per cent, according to data from the Telangana Excise and Prohibition Department. Daily sales now average around 2.2 to 2.3 lakh cases, a steep jump from the usual 1.5 lakh.

The surge began in early May, hitting a high of 2.9 lakh cases on May 4. Though sales have dipped slightly since then, they have remained consistently above 2 lakh cases a day. Each case contains 12 bottles, in either 650 ml or 330 ml sizes, indicating just how much chilled beer is being consumed to beat the heat, The Hindu reported.

The Hyderabad metropolitan region, including Medchal, Malkajgiri, Secunderabad, and Rangareddy, accounts for nearly half of the total beer consumption in the state. A senior official from the Excise and Prohibition Department says that State production planning began in February to prepare for the summer surge. “We have given all breweries permission to operate on Sundays, and while most usually run two shifts, we have now authorised a third shift to maximise output,” The Hindu quoted the official as saying.

Interestingly, while beer sales have climbed significantly compared to the same time last year, hard liquor sales have dropped by about 5 per cent. This trend suggests that people are opting for lighter drinks in the hot weather.

Even a recent government-approved price hike has not slowed down sales. Among budget-friendly brands, Kingfisher dominates with a 65-70 per cent market share, followed by Knockout and Haywards. In the premium range, priced above Rs 230, Budweiser, Corona, and Carlsberg are top picks, with Budweiser and Corona both produced by global giant AB InBev.

According to the report, the excise department is working closely with manufacturers and retailers to ensure there’s no shortage of beer across Telangana.