With the mercury level rising, the cash registers of state-run Tasmac liquor shops are ringing non-stop as the sales of chilled beer have gone up substantially with people preferring it to hard liquor.
Beer sales have registered an increase by 35 per cent in the first half in April, compared to the previous month.
There is a steep increase in beer consumption as its sale shot up from the start of this month.
Sale of beer has registered an increase of 5.5 lakh cases in the first three weeks, compared to what it was in March. “Tasmac shops have sold 18.35 lakh cases of beer from April 1 to 17, whereas it was only 13.5 lakh cases during the same period last month,” sources told DC.
The revenue from beer sales during the first 17 days last month was Rs 97 crore, whereas it is Rs 46 crore during the first 17 days of April, and Tasmac has notched up Rs 143 crore.
Normally, the average monthly sales of beer during other months would be around 22-25 lakh cases.
With everyone going for chilled beer, the officials are expecting the monthly sales to increase further and cross 35 lakh cases as the average daily sales has already crossed 1 lakh cases during the first half of April.
However, officials are confident of meeting the demand as a new company (Cols) has also joined as fourth player in supplying beer. Also, tenders are being finalised for beer procurement from other states.