Beer Crisis Looms Over Sweltering Bengaluru As Demand Triples This Summer, Pubs To Discontinue 2+1 Offer

Residents of Bengaluru may soon be on the  verge of facing ‘beer shortage’ as pubs and breweries struggle to keep up with its increasing demand in the scorching summers.

Media reports suggest that as beer sales skyrocketed in the last few months, the continuous production led to breweries facing limited availability. As a result, retail stores are now facing delays in restocking.

Many manufacturers have also credited the fruit season and multiple long weekends, apart from the summer season, to the escalating demand of the drink.

In a conversation with The New Indian Express, a representative from a major brewery in Marathahalli said this year’s supply and consumption have gone beyond their expectations, something that they were not prepared for.

He further said, “Typically during the summer season, we introduce fruit-flavoured beer, with sales heavily reliant on fruits such as mangoes and pineapples. This year, sales of fruit beer dipped due to suboptimal mangoes, prompting people to opt for regular beer.”

The representative also said that the the heat, IPL season and the people coming in during long weekends was also a major reason behind the rising sales. He also mentioned that around 30,000 litres have already been sold this year, in comparison to around 9,000 litres that was sold the previous year.

“Sales have surged by 40% with nearly all customers choosing multiple beer orders over any other beverage. Managing the sales has become challenging due to delays in orders from breweries,” the operational head of Gilly’s Restobar said.

He also said that they might have to temporarily suspend weekend offers, including buy 2 get 1 on all beer brands, if this pattern continues.

According to the operational head of another brewery located in the city’s Residency Road, “the current temperatures, often makes it difficult to maintain cool fermentation temperatures and adequately cool the wort, which is the liquid solution of extracted grains and a sugar source that brewers create and ultimately feed to beer yeasts, after the boil.

She also said, “We haven’t encountered such weather consequences, so it is taking time to adapt to new measures that can offer a temporary solution.”

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