Kerala tops liquor consumption

November 4, 2011 by  
Filed under Issues, Kerala, National, newsletter-india

liquorKerala, November 4, 2011: Kerala is on the top of the chart of states consuming the maximum amount of liquor, thus far, in 2011 in the country.

A recent study by the Assocham said that people in Kerala consumed a neat 16 percent of the total 6,700 litres India consumed during the year.

It was followed by Punjab at 14 percent.

Assocham said the country’s alcohol consumption was set to cross 19,000 million litres by 2015 and the liqor industry would witness a robust growth of about 30 percent every year.

This means revenue from liquor sales would surge to a high of rupees 1,40,000 crore in 2015 from the present rupees 50,700 crore.

A sizeable middle-class with increasing power to spend and a sound economy were the key reasons for the increase in consumption of liqor, an Assocham study on ‘latest trends in domestic liqor market’ revealed.

India is one of the fastest-growing alcohol markets and consumes almost 80% of the world’s whisky.

The Indian whisky market, which currently stands at around rupees 40,500 crore,  is expected to cross the rupees 54,000 crore mark in the next two years.

Popularity of beer is also growing and consumption is expected to reach 2.4 billion litres by 2012, the study revealed. There is growing fondness for imported liquor.

Ironically, this is a result of the awareness on health benefits associated with moderate drinking.

The worrisome factor is the growing thirst of the youth. The study says almost 45 percent of 12th graders in metros consume excessive alcohol and teenage drinking has risen 100 percent in the past 10 years.

– deccan chronicle

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