Beer lovers in Hyderabad and Bengaluru are facing a parched summer, with a significant shortage of their favourite beverage. This perfect storm has been brewed by a combination of factors: scorching temperatures, a seasonal surge in demand, and production challenges that are leaving suppliers struggling to keep up.
Soaring Demand Leaves Shelves Bare
In Hyderabad, the beer shortage situation is particularly dire. Businessmen and liquor store owners are pleading with the state government to intervene and ensure a steady supply. Although beer demand usually rises in the summer, not only in Hyderabad but throughout Telangana, it has almost doubled this year, stated D Venkateshwar, a local businessman while talking to The Tatva.
Despite the high demand, shops are facing inadequate stock, leaving shelves looking barer than usual. The reasons behind the shortage are multifaceted. The election model code, which restricts certain activities during elections, has reportedly impacted production capabilities.
Additionally, water availability issues are further hindering breweries’ ability to meet the rising demand. These factors are compounded by the naturally increased beer consumption that accompanies soaring summer temperatures.
Also Read: Bengaluru’s Beer Consumption Hits New Highs As Residents Seek Relief From Heatwave
Bengaluru Pubs Face Supply Squeeze
Across state lines in Bengaluru, pubs and breweries are facing a similar predicament. The city’s vibrant pub scene is under threat as demand outstrips supply. The hot weather, coupled with a series of long weekends, has seen beer consumption skyrocket.
A representative from a major brewery in Marathahalli highlighted the unexpected surge. Fruit-flavoured beers are typically introduced throughout the summer. But the poor mango crop this year meant fewer sales of them, which pushed consumers toward ordinary beers.
The situation is further exacerbated by the ongoing IPL season and an influx of tourists during long weekends. The brewery representative points to a stark difference in sales compared to last year, with a staggering 30,000 litres sold this year compared to just 9,000 litres in the same period last year.
Both Hyderabad and Bengaluru are now grappling with how to address this shortage. Local businesses and consumers are urging authorities to take action to stabilise beer supply and meet the ever-increasing demand. Whether the summer heat will simmer down before the beer does remains to be seen.
Cover Image Courtesy: Canva (Representative Image)
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