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More importantly, the breweries have been assured that their long-pending bills would be cleared in view of increasing revenue from beer sales in the summer. “A win – win situation has emerged between the government and the breweries with focus on meeting the consumer demand in the peak summer,” an official said. Taking into consideration the challenges faced in 2024 and 2025, the excise department has made fool-proof arrangements for regular supply of beer to the licensed liquor shops across the state.

In a rare instance, shortage of some popular brands of beer witnessed in some areas in the evening hours has been attributed to “sudden increase in beer demand”. The officials said that whisky and brandy sales dipped a little bit due to the shift made by tipplers to beer in the hot season.

Youth are also consuming beer in place of other drinks while hanging out with their friends in the city’s watering holes.

Noticeably, sales of draught beer in the microbreweries and pubs have also increased significantly, particularly during weekends.

All told, officials want to make the most on the revenue front, as only two weeks are left for beer demand to remain high.