Beer sales have seen a record high in Telangana as consumers sought to take respite from soaring temperatures in many parts of the State.
In the absence of the timely southwest monsoon, temperatures were hovering over 40 degree Celsius.
The Telangana State Beverages Corporation Limited sold 61 lakh cases of beer in May, the highest-ever for the month.
As many as 53 lakh cases of the beverage were sold in April.
Such was the demand for beer this summer that sales registered a 30 per cent increase compared to previous years.
As the demand is high and supply low, the TSBCL is apparently unable to meet the demand.
Shop owners said they sold close to 1,500 beer bottles a day till the end of February.
As the day temperatures started rising towards the end of March, the sales doubled.
Usually, workers refill deep-freezers as and when the stock gets exhausted.
But owing to the demand, the shopkeepers were keeping beer bottles in drums stuffed with big blocks of ice.
Especially, during weekends, the demand was so high that shopkeepers were unable to meet it.
Kingfisher Strong and Light, Tuborg, Carlsberg, Budweiser, Royal Challenge and Knockout were the favourites this season, according to wine shop owners.
With cricket and beer being a perennially favourite combination, the ongoing IPL and World cup too is contributing to the rise in sales.
Many are seen thronging wine shops and bar-cum-restaurants to quench their thirst and beat the heat!
Shopkeepers faced a few problems recently when there were panic sales at liquor depots because of rumours that there would be a shortage of beer as distilleries stopped manufacturing the drink due to the shortage of water supply.