Telangana's Breezer Market Faces Severe Supply Crunch
Hyderabad: The vibrant fizz of breezers has vanished across Telangana, leaving shelves empty in wine shops and premium liquor outlets. A deepening supply crisis, fueled by unresolved payment disputes between manufacturers and the excise department, has escalated into a statewide shortage, disrupting a segment popular among young consumers and women.
Sharp Decline in Stock Availability
Data reveals a dramatic slump in supply, with only 7% of the usual stock currently reaching the market. In January, just 1,370 cases were supplied, a steep drop from 26,432 cases the previous month. This decline is even more pronounced compared to December 2025, when supply peaked at 1.75 lakh cases before tapering off.
Understanding Breezers and Their Appeal
Commercially known as ready-to-drink (RTD) liquors, breezers are pre-mixed cocktails that combine fruit juice, sweeteners, and carbonated water. With an alcohol content typically between 4.8% and 5% ABV, similar to many beers, they attract consumers seeking milder taste profiles and convenience. Over the past decade, Telangana emerged as a leading RTD market in India, growing from a Rs 100 crore segment to annual consumption nearing 10 lakh cases, driven by changing urban lifestyles and rising disposable incomes.
Root Causes of the Current Crisis
The shortage highlights structural vulnerabilities in the supply chain. Only a few brands can currently supply RTD liquor, as local distilleries lack necessary production permits. With limited domestic manufacturing capacity and major suppliers halting dispatches over unpaid dues, the pipeline has effectively dried up. Sources indicate that relief depends on the government clearing outstanding payments, with companies optimistic about resolution but facing renewed pile-ups of dues.
Impact on Retailers and Consumers
Retailers are scrambling for clarity on restocking timelines, while consumers await the return of the fizz that once defined Telangana's breezer boom. This marks the second time a major company has halted supplies over pending dues, underscoring ongoing challenges in the segment. Industry observers note that the crisis could affect market growth and consumer preferences if not resolved promptly.
