.gif)
Bengaluru’s sizzling summer is brewing a unique problem – a potential beer shortage! Pubs and breweries in the city are struggling to keep up with the skyrocketing demand for beer, which has tripled compared to last year.
Media reports indicate beer sales have surged in recent months, leaving breweries with limited stock due to continuous production. This has resulted in restocking delays for retail stores.
Fruity Flop, Regular Beer on Top
Manufacturers attribute the surge to several factors beyond the scorching temperatures. A disappointing fruit season, particularly for mangoes, led consumers to opt for regular beer instead of fruit-flavored options. Also, the ongoing IPL season and long weekends have fueled the demand.
A representative from a major Marathahalli brewery revealed that sales and consumption have far exceeded their expectations this year. “The heat, IPL, and long weekends have all contributed significantly,” they added, highlighting a 300% increase in sales compared to the previous year.
Pubs May Cut Weekend Promotions
The surge in demand is causing operational challenges for pubs. Gilly’s Restobar‘s operational head reported a 40% sales increase, with customers mostly opting for beer. He warned that popular weekend promotions like “buy 2 get 1” offers might be suspended if the trend continues.
Another Bengaluru brewery’s operational head highlighted the impact of scorching temperatures on production. Maintaining cool fermentation temperatures and adequately chilling the wort (a crucial brewing ingredient) becomes difficult in extreme heat.
Also read – Ditch Drinking Ice-Cold Water in Summer
