World Cup fever cheers beer sales

Nearly 17 lakh beer cases were sold in June in Bangalore this year compared to just 12 lakh last year.

Nearly 17 lakh beer cases were sold in June in Bangalore this year compared to just 12 lakh last year.

With the FIFA fever raging on, pubs and bars in the state have reported a marginal increase of beer and alcohol sales compared to last year. According to the Karnataka State Beverage Corporation Limited (KSBCL), 16.96 lakh cases of beer were sold in June this year. Last year, only 12.07 lakh cases were sold.

Pub owners attribute the increase in sales to the football World Cup. Ashwini Juneja of Fusion Lounge explained, "Sales have gone up, indeed. Sports lovers come here and watch the matches on the big screen. I would put
the increase at about 10 to 15 per cent."

Around 16.96 lakh cases of beer were sold in June this year.

Navneeth Sinha, the executive director of Krya, said, "We are playing the football matches on a hi-definition flat screen TV. We also have happy hours. Our sales have gone up by 20 per cent compared to last year." He added, "With the semi-finals starting, it should get better."

According to Mohan Kumar, the deputy commissioner of the Excise Department (East), "FIFA is a major reason for the increase in sales. Then we also need to understand that the economic downturn is fading into the background, and when alcohol is cheap, people tend to buy more."

Abhay Kewadkar, head of the wine division of the UB Group, said, "Of course, FIFA has contributed to the rise in liquor sales. But now that the recession is fast becoming a thing of the past, there is a feel good factor in the community.
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And don't forget the expat community in Bangalore. They like to chill out in sports bars and cheer for their favorite teams."

7.73 lakh
The value (in rupees) of Indian made liquor sold in June this year