A shortage of beer in the city. Pubs and breweries are struggling to meet the surging demand from customers, resulting in depleted stocks and delays in restocking inventories for retail stores.
Many pubs and breweries are considering discontinuing popular weekend offers such as buy 2 get 1 and buy 1 get 1 on pitchers.
The surge in demand, exacerbated by the summer season and fruit harvests, caught manufacturers off guard. A representative from a major brewery in Marathahalli attributed the shortage to unexpectedly high consumption, particularly during summer months when fruit-flavored beers are in demand. However, this year, subpar mangoes led to decreased sales of fruit beer, driving consumers towards regular options.
Sales have seen a significant uptick due to the heatwave, IPL season, and influx of visitors during long weekends, according to industry insiders. Gilly’s Restobar reported a 40% increase in beer sales, with customers overwhelmingly favoring multiple beer orders over other beverages. However, managing these heightened sales has become challenging amidst delays in orders from breweries.
Prithvi, an operational head of a brewery on Residency Road, highlighted the difficulties in maintaining optimal brewing conditions amidst rising temperatures. Ensuring cool fermentation temperatures and adequate cooling of the wort, a crucial step in the brewing process, has become increasingly challenging.
