Medindia

X

Scorching Heat in Rajasthan Has Pushed the Sale of Beer to a Record High

by VR Sreeraman on  June 21, 2007 at 3:08 PM Indian Health News   - G J E 4
Scorching Heat in Rajasthan Has Pushed the Sale of Beer to a Record High
Thirsty people as well as tourists are heading for the nearest beer bar or liquor outlet to quench their thirst with a chilled glass of beer.
Advertisement

This is evident from the taverns in star-rated hotels in Jaipur which are packed with guzzlers. Over ninety percent of the bar occupants prefer beer with a mere ten percent opting for hard liquor.

Advertisement
Customers feel that beer is apt for chilling as well as stimulating effects in sultry climate.

"It is too hot outside and I had to have a drink since I was thirsty. The extract of barley which is considered as cooling is used to brew the beer and this is drought beer. It does not have glycerine and it's very light. In the morning, you do not feel bad. You feel fresh. That is why we like beer in the summer," said Yogesh, a customer.

During this season, around rupees 450 crores worth of beer was sold in Rajasthan as compared to around rupees 400 crores in 2006.

"With increasing heat, the demand for beer is also on the rise. When the weather is hot people do not like wine; they prefer beer. That is why the sale of beer is increasing," said Trilok Singh, a vendor.

According to beer industry data, the demand of beer is increasing day by day. People prefer light drinks than hard drinks during summers. "Beer keeps you light" said Manmohan Singh, Manager, Food and Beverages, Park Plaza, Jaipur.

None should be surprised if Rajasthan is branded as the Rhine of India, outstripping Goa, Mumbai and Bangalore, presently the top three beer consuming places.

Source: ANI
SRM/M
Advertisement

Post your Comments

Comments should be on the topic and should not be abusive. The editorial team reserves the right to review and moderate the comments posted on the site.
User Avatar
* Your comment can be maximum of 2500 characters
Notify me when reply is posted I agree to the terms and conditions

You May Also Like

Advertisement
View All