Kochi: Even as liquor sales in Kerala continue to break records, a new report indicates a contrasting trend in beer consumption, which has seen a significant dip in the state. Data reveals that beer sales plummeted in Kerala during the 2023-25 period, registering a decline of approximately ten lakh cases over the two years. Reports suggest an 8.6 percent decrease in beer consumption within the state.
Authorities point to this decline in beer consumption, even during periods of record-breaking heat in the state, as a potential indicator of a growing preference for stronger alcoholic beverages in the market. Haritha Ataloori, Managing Director of BEVCO (Kerala State Beverages Corporation), also confirmed the downward trend in beer consumption over the past two years.
According to figures from the Beverages Corporation, total beer sales from bars and BEVCO outlets stood at 11.2 million cases in the financial year 2022-23. This figure dropped to 10.239 million cases in the 2024-25 period.
Conversely, the consumption of Indian Made Foreign Liquor (IMFL) witnessed a substantial increase during the same two-year timeframe, rising by 9.74 lakh cases to reach 22.912 million cases.
While Kerala’s data highlights a decrease in beer sales, national figures present a contrasting picture. The Brewers Association of India points out that beer sales at the national level have seen a year-on-year growth of 9 percent during the 2024-25 period.
Experts attribute the decline in beer sales in Kerala to a lack of adequate infrastructure, including within government-run sales outlets.
Vinod Giri further emphasizes that the non-approval for implementing basic infrastructure such as draft beer systems in the state’s beer sales channels is also negatively impacting sales. He suggests that changes in the state’s liquor policy are necessary to promote beer sales, proposing measures such as opening model shops, allowing beer companies to operate retail outlets, and permitting the sale of draft beer.
Interestingly, India’s alcohol consumption pattern stands in contrast to global trends. Worldwide, lighter alcoholic beverages like beer and wine hold greater sway. However, in India, stronger spirits dominate consumption. Analysts believe that the country’s excise policies, which treat both hard liquor and lighter beverages like beer and wine on a similar footing, are a key factor contributing to this divergence.