Kolkata: As the city continues to endure a stifling combination of heat and humidity, restaurants have witnessed a significant surge in beer sales. Establishments showing repeat telecasts or live World Cup matches at 10:30 pm have reported the highest increase in several years, according to restaurant owners.
Unprecedented Demand During Summer
While beer sales typically peak between March and May, the demand has persisted this year due to prolonged heat even after the monsoon onset on June 14. Songhai and Manthan have sold 140 liters of beer per day over the past month, compared to around 125 liters daily last year. “The combination of heat and football fever has boosted beer sales. It might have been higher if matches were played in the evening, but we’ve still seen good crowds for repeat telecasts and late-evening matches. Most patrons are sticking to beer,” said owner Sudesh Poddar.
Shift in Drinking Preferences
WhatsUp Cafe on Southern Avenue has experienced a slight dip in attendance but a sharp rise in beer and cocktail sales over the last 10 days. Crowds gather for 9:30 pm and 10:30 pm matches broadcast until midnight. “World Cup-watching youngsters are ordering more beer and cocktails than ever. These now account for around 25% of our total alcohol sales, which is unprecedented. We had a full house during the Portugal vs DR Congo match at 10:30 pm on Wednesday and expect similar crowds for upcoming matches,” said owner Anirban Sengupta. The venue is offering three promotions on beer and cocktails throughout the tournament.
At Oasis on Park Street, beer sales have been “exceptionally high,” with draught beer and new brands selling well, according to owner Pratap Daryanani. Chapter 2 off Southern Avenue has seen a “significant” jump in beer sales, alongside special mango-based cocktails and mocktails introduced for the World Cup. “Beer sales have soared, and new cocktails are in higher demand this year, likely due to the weather. Sometimes beer demand leads to shortages,” said owner-co-founder Shiladitya Chaudhury.
Impact of Election Dry Days
Kolkata’s summer sales volume faced a setback during April and early May due to assembly elections, when the Excise department imposed a 96-hour ban around polling phases and an additional dry day on May 4. “This forced multiple dry days during peak consumption weekends, briefly slowing what would have been a record-breaking volume surge,” noted a restaurant owner.
