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Rise of the good old beer

Diya Banerjee | January 29, 2011

MUG SHOT: The Doolally team (right) in Pune boasts of 24 types of home-brewed beers. And with a 10 to 17 per cent growth in beer consumption in India in the last decade, cafes and pubs have never had it this good

For the longest time it has been just another buddy drink, a beverage quaffed in solidarity during a sporting event. In fact, for Indians, beer has always been more of an aperitif than the main course. With 70 per cent of the Indian liquor market preferring hard liquor, the following for beer stands at mere 30 per cent.

All that, however, is changing: beer cafes and specialty bars are mushrooming fast. The sway towards this drink has been dramatic.

Observes Ananth Narayan, owner of Bangalore's popular hangout zone Fusion Lounge: "Perhaps the biggest factor that drives the youth to beer is that it doesn't result in a bad hangover. " Adds Vikram Achanta, CEO of tulleeho. com, a portal dedicated to spirits: "The consumer today is a well-travelled bloke, attracted by the concept of specialty bars and concept cafes. He wants to try out new stuff.

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Reader's opinion (5)

Supriya SharmaMar 6th, 2011 at 18:52 PM

very well written and does make one thirsty to reach out for a chilled pint herself!!

Reply

Shrey TandonFeb 4th, 2011 at 15:13 PM

Well kudos to whos running a business outa BEER, but as mentioned beers in malls and along with other household items, that could be a hook up for the indian society. By incorporating beers and wines with general everyday market, the cases of inebriated quarrels and drunk driving will rise, wont it?

Reply

Shivam Jan 31st, 2011 at 21:03 PM

I am inspired by this article. I have a plan to open up a concept Beer cafe or microbrewery from last 2-3 year ..
Also kudos to TOI for starting this edition much better stuff than plain old Newspaper

Reply

Priyanka SengarJan 31st, 2011 at 13:51 PM

Nuthing beats a mug/pint/bottle of chilled nice beer! slurrrppp :)

Reply

Arunabh MishraJan 29th, 2011 at 10:45 AM

Nice article..time for beer to get its due.may a beerfest just like sula's winefest might do the trick..specially when we already have some microbrewers in place.
Kudos to Talekdar for carrying on the idea when we duly understand how hard it would have been!

Reply