Beer sales bring cheer this summer

The Financial Express, 6-Jun-2008

Even untimely rains over the last few days did not dampen the scorching pace of beer sales during the peak summer months from March to May which went up by 20% when compared to the same period over the last year.

With the beer consumption increasing in the country, industry experts say that Indians are fast catching up in their beer consumption as can be seen by the figures released by various beer companies in the country.

Sabmiller India, which is the second largest player in the Indian market with 35% share, registered a sales growth of over 15% for the summer months of March, April and May in comparison to the same period in 2007.

While the sales of the company in March, April and May in the beer segment went up by 66% in comparison to the lull winter months of December, January and February, a company official said.

Healthy sales during summers helped the beer companies to achieve a sales growth of 40% to 66% over the lean period of December, January and February.

Karan Bilimoria’s Cobra Beer noted that the sales of beer during the summers (March to May) went up by 50% in comparison to the lean season (December to February).

“Our increased sales is due to the growing number of distribution set up and also because we are growing from a very small base, “Cobra Indian Beer Pvt Ltd managing director Poonam Chandel told FE.

Chandel said that Cobra Beer registered a 100% sales growth this summers in comparison to the same period last year.

The Singapore-based Asia Pacific Breweries saw an increase of 20% in the beer sales this peak season.

“This summers we grew much faster than the last year,” Vivek Chhabra, regional director (South Asia), Asia Pacific Breweries Ltd said.