The sources said that earlier the department ordered beer from neighbouring states the bulk order of more than 25 lakh bottles was too high for them.
With merciless mercury showing no signs of abating, the devotees of Bacchus has found a new brew-print to beat the heat. The rise in temperature has also sent the sale beer in the state skyrocketing.
The demand for the barley brew has been such that the excise department to order 24 lakh beer bottles from Maharashtra this month to meet the demand. Interestingly, this has proved to a boon for the Maharashtra liquor industry where growth has been stagnant..
Compared to last year, the excise department has claimed that the demand of bee remained 20 per cent average in April and May alone. Nine breweries in the desert state, however, could not met the demands of beer lovers this summer.
Even at the onset of the summer, there were reports of few brands of beer (lager) missing from bars and shops as demand was so high. At the same time, the sale of IMFL fell by three percent, making the beer the best cooler.
To end the beer crisis the excise department officials swung into action and ordered 2 lakh crates (24 lakh bottles) from Maharashtra which was more than happy to supply it.
The sources said that earlier the department ordered beer from neighbouring states the bulk order of more than 25 lakh bottles was too high for them.
“We are meeting the demand of beer and there is no shortage. From Maharashtra, the department has received 24 lakh beer bottles in Rajasthan,” said Rajesh Verma, Jaipur district excise officer (City).
According to the sources, the liquor industry in Maharashtra has witnessed dip in the sale of liquor across all categories in the current financial year. The highest decline has been in the beer segment, where consumption has come down by double digits.
Number game
According to Maharashtra excise department’s figures, beer sales have seen a sharp 14.21 per cent fall to end at 2,483.78 lakh bulk litres (LBL) from April 2017 to February 2018 compared to 2,895.06 LBL for the same period the previous year.
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