19 June, 2021

To Get India On Tap

India, with its constant warm climate, is the perfect country for beer.

Apoorva Salkade
To Get India On Tap
outlookindia.com
-0001-11-30T00:00:00+05:53

It is an anomaly that, all over the world, beer accounts for over 65 per cent of alcohol sales, yet in India it is still under 10 per cent. India has one of the smallest per capita beer consumption rates in the world, at just two litres per person per year. In comparison, people in the Czech Republic, which has the highest rate of beer consumption in the world, drink approximately 145 litres per person per year. Now consider a country like Kenya—beer is consumed there at six times the rate of India, at 12 litres per person per year.

India has the potential to be a beer market second only in size to China, which is the biggest beer market in the world today by a long shot. However, China has a rate of beer consumption of around 40 litres per person per year.  In order to catch up with China, India’s beer consumption rate would have to grow over 20 times—and China is not standing still.

In Britain, on those magical hot British summer days, beer sales go through the roof. India, with its constant warm climate, is the perfect country for beer....

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