Telangana finds its chill; beer sales jump by 65% amid heatwave

Among the low-price range brands, Kingfisher leads the market with a 65-70% share followed by Knockout and Haywards.
| Photo Credit: RAMAKRISHNA G.

As the temperature climbs, so does Telangana’s thirst for a cold brew. In the past two weeks, beer sales have soared by 65%, with daily sales rising to 2.2 to 2.3 lakh cases — well above the usual 1.5 lakh per day, reveals data from the Telangana Excise and Prohibition Department.

The surge began in early May, peaking at 2.9 lakh cases on May 4, as residents sought relief from the scorching heat. While there has been a slight dip in volumes since then, the numbers have since stabilised at approximately 2.2 to 2.3 lakh cases per day. With each case packing 12 bottles in both 650 ml and 330 ml options, it is clear that in this oppressive heat, nothing hits the spot quite like a chilled beer.

The Hyderabad metropolitan region, including Medchal, Malkajgiri and Secunderabad, along with the neighbouring Rangareddy district together account for nearly 50% of the State’s total beer consumption. Officials say the increase in demand was anticipated well in advance.

Interestingly, beer sales have risen by about 65% compared to the same period last year, reflecting a consistent year-on-year surge driven by the summer heat. In contrast, sales of hard liquor have remained largely unchanged, showing a slight decline of around 5% compared to the same period last year.

A senior official from the Excise and Prohibition Department says that State production planning began in February to prepare for the summer surge. “We have given all breweries permission to operate on Sundays, and while most usually run two shifts, we have now authorised a third shift to maximise output,” the official adds.

Despite the recent price hike by the government following persistent demand by manufacturers, beer sales continue to soar, the official points out.

Among the low-price range brands, Kingfisher leads the market with a 65-70% share followed by Knockout and Haywards. In the premium segment, with prices above ₹230, Budweiser and Corona, both manufactured by Anheuser-Busch (AB) InBev, and Carlsberg are the strong sellers.

With temperatures expected to remain high in the coming weeks, the department is maintaining close coordination with manufacturers and retailers to ensure steady supply across the State.