Tamil Nadu chilled in summer!

Chennai, May 15: The sweltering summer this season has brought cheers to the Tamil Nadu State Marketing Corporation (TASMAC) with beer sales registering sharp increase at its retail outlets across the state.

According to TASMAC officials here, beer sales touched all time high of 16.96 lakh cases, an increase of 13.59 per cent, in March 2007, as compared to 14.93 lakh cases during the corresponding period last year.

The approximate sales turnover in March 2007 alone went upto Rs 85 crore.

For April 2007, beer sales had already crossed 18 lakh cases compared to 17.09 lakh cases during the same period last year.

Industry sources said the relatively soaring temperatures experienced in the state this season has resulted in high consumption of beer.

Unlike North and East and Northeast India, where temperatures tend to drop in winter, with a concomitant fall in demand for beer, South India, especially Tamil Nadu, has a relatively moderate climate throughout the year, which ensures year-round consumption.

The officials also pointed out in the summer months of March, April and May this year, the total beer sales is likely to increase about 20 per cent.

Mohan Breweries and Distilleries Ltd, Balaji Breweries and Empee Distilleries are the some of the leading brewers in the state with a local beer making units.

The Southern beer market, which constitutes nearly 50 per cent of the national beer sales, is dominated by 'strong' beer brands with alcohol content of 7.5 to eight per cent and this segment was growing significantly.

With as many as 8,000 shops across the state, TASMAC is sure to reap a windfall in sync with the soaring temperatures.

Interestingly, TASMAC outlets' employees have found a reason to fleece beer guzzlers. In almost all the retail outlets in the city, the price of beer was hiked by Rs two to Rs 12 per bottle.

''The salesmen are taking advantage of the high demand for beer. We have been getting regular complaints about overcharging by salesmen.

But this is the first time we are hearing about a hike of Rs 12 per bottle,'' a senior TASMAC official said on condition of anonymity.

With TASMAC supplying more than 20,000 cases of beer a day, the bonanza (for the staff) can only be imagined.

UNI