Hyderabad is witnessing a dramatic shift in its alcoholic beverage landscape, with whisky taking center stage as beer sales experience a sharp decline. Recent data, published in The Times of India (TOI), reveals a staggering trend: spirits are dominating Telangana’s liquor market, poised to surpass beer in revenue by the end of 2025.
By the year’s end, projected total liquor sales are expected to exceed 660 crore. December 29th and 30th alone generated impressive figures of 315 crore and 282 crore, respectively – reflecting a strong appetite for alcoholic beverages across the region. However, this growth is inextricably linked to a substantial drop in beer sales. Specifically, approximately 8 lakh cases of beer were sold less compared to 2024, translating to a 35 lakh case reduction.
Several factors are contributing to this upheaval. A significant price increase – from 150 rupees to 180 rupees – for a standard 650ml bottle has demonstrably impacted consumer choices, particularly among students and those on tighter budgets. This price adjustment effectively priced many popular beer brands out of reach for a large segment of the market.
Furthermore, a recent cold wave gripping Hyderabad appears to have cooled down beer consumption. While the full impact is still being assessed, the combination of higher prices and the weather undoubtedly played a role in the declining figures.
The shift highlights a broader trend across India, with spirits becoming increasingly popular, particularly amongst a younger demographic. As consumers seek bolder flavor profiles and a more premium experience, Telangana’s liquor market is clearly adapting, paving the way for a future dominated by whisky and other spirits.
Source:
The Times of India (TOI)
