In the midst of fierce competition amidst near-record high temperatures across Karnataka, beer sales are reportedly reaching new heights. Notably, the state capital city and the Silicon Valley of India, Bengaluru, dominate the consumption of this beverage across the entire southern state.
According to a report by TOI, a senior official from the excise department attributed the surge in sales to the escalating temperatures in Karnataka and over the past 15 days, a staggering 23.5 lakh carton boxes of beer were sold in the state.
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This comes after the Indian Meteorological Department in the first week of this month forecasted that this summer will witness a longer number of heat wave days in many areas of central, northern plains and southern India.
Data accessed from the excise department indicates that Karnataka has already achieved 61% of the total sales recorded for the entire month of April 2023, the TOI report said.
An excise department official said that last April, 38.6 lakh boxes of beer were sold, whereas this year, 23.5 lakh boxes have been sold in the first two weeks of the month.
However, the report added that upon closer examination of the data, it becomes evident that beer sales have been skyrocketing since the start of 2024.
Both in February and March, sales surpassed the records from the previous year. This summer, the excise department observed a 30% increase in sales compared to previous years.
The excise department affirmed that it has ample stock to accommodate the growing demand.
Impact of Lok Sabha Election?
Another official quoted in the report said that in summer, beer becomes the beverage of choice for many, both in urban and rural areas. As temperatures rise, so does the consumption of beer.
The official added that the concurrent Lok Sabha elections have further boosted sales. Chilled beer is reportedly the preferred choice, with people believing it helps combat the sweltering heat.
IMD forecast
The weather department had said that the country is set to experience extreme heat from April to June, with the central and western peninsular parts expected to face the worst impact.
Gujarat, central Maharashtra, north Karnataka, Rajasthan, Madhya Pradesh, Odisha, north Chhattisgarh and Andhra Pradesh are likely to experience the worst impact of heat waves. Above-normal maximum temperatures are likely over most parts of the country in April, with a high probability over central south India.
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