Bengaluru: High temperatures this summer have brought back the fizz in beer sales after a dismal 2025 that saw a prolonged slump from April to Dec. Traders attributed the increase in beer sales to summer heat, but added that policy changes and pricing fluctuations continue to keep the business in doldrums.New year 2026 began on a bright note with a 10.6% increase in sales in Jan compared to the same month last year. According to the excise department, the month saw sales of 27.9 lakh carton boxes. Feb sales dipped by 4.6% over the same period of the previous year, but March again revived the segment with an increase of 14%, while April recorded the highest growth at 21%.Sampath Kumar, vice-president of Karnataka Wine Merchants Association, said: “With IPL matches happening, consumers prefer beer to hard liquor, especially in the heat. While summer usually brings expectations of better sales, frequent policy changes and pricing fluctuations have caused uncertainty. There are also concerns about new products entering the market under misleading categories, which could impact consumption patterns, especially among younger consumers.“A pub owner said, “Beer sales have slightly increased due to high temperatures and the summer break for some college students. This has brought a sense of relief, but with multiple revisions over the past year, this slight uptick in sales cannot offset the losses we have suffered.”New trend: Low-alcohol flavoured brewsVinay Chandrashekar, founder of Long Boat Brewing Co, Marathahalli, said: “Seasonal beers like mango, guava and watermelon remain popular in summer, but we are seeing a growing trend among Gen Z consumers towards low-alcohol brews of around 2-3%, such as Berliner Weisse styles, which are light, refreshing and can be customised with flavours like watermelon or cucumber. Despite the seasonal boost, sales have dipped from about 10,000-11,000 litres a month during peak summers to 6,000-7,000 litres, with only an additional sale of 500-1,000 litres during peak months. A key reason is rising competition — earlier there were just 2-3 breweries within an 8km radius, but now there are 4-5 within 6km.”Fino Frangline, co-founder, Gladia Brewery & Kitchen, Sarjapur, said: “In our outlets, beer consumption has been slightly higher, and we are ordering 5-10% more stock. Like many others, we introduce fruit beers in summer — particularly mango beer — which sells extremely well. While different brands experiment with flavours like raspberry or pineapple, mango continues to dominate and remains the most popular choice during summer.“Officials attribute the surge in beer sales to rising temperatures and anticipated tax changes. Venkatesh Kumar R, commissioner, excise department, told TOI: “The rise is driven by summer demand and pre-emptive stocking. The final draft on taxation and an MRP revision notification issued about 10 days ago also led manufacturers to increase lifting in anticipation of price changes, ensuring adequate stock and avoiding market shortages. Manufacturers typically take time to adjust to new taxes, so April lifting has been higher than last year.”
