Just Grin and beer it

Recession-hit Bangalore is drinking more lager than hard liquor in the past few weeks

Put it down to the weather, the pub bharo campaign, or recession-related depression, but Bangalore has been guzzling more beer than hard liquor in the past few weeks.

According to Karnataka State Breweries Corporation, beer has recorded 14 per cent growth. Hard liquor isn't selling as briskly.

Cheaper option

A simple explanation could be that beer costs less than other alcoholic beverages and so is the first choice in hard times.

Ashwin Koneti, business developer with a multinational firm, said, "Hard drinkers have shifted to drinking beer. I'm still drinking whiskey though."

But Ashok, manager of Paradise Wines on Victoria Road, puts it down to the weather. "I think it has more to do with Bangalore getting hotter already. It is a summer drink," says Ashok.

Much of the beer is drunk in pubs and clubs. "Our summer sales of beer go up by about 20 per cent," said pub owner Ashok Sadhwani.

Similarly, Babita Jayaram, who heads the marketing department of a group of pubs and restaurants, said, "Our beer sales go up by 15-20 per cent as summer sets in and go up 25 per cent by mid-April."

Summer effect

Club X owner Ananth says he too has noticed a visible increase in beer intake by his young patrons during summer.u00a0u00a0 "During the months of March, April and May, the sale of beer goes up by 30 per cent," he says.

"But, this also means a decline in the sale of hard liquor. Summer's set in early this year and the last 10 days have been very hot and the sale of beer has gone up proportionately. Also, because we make bigger profits on hard liquor, our revenue has come down," he says.