Kerala - Thiruvananthapuram   

A rum-brandy divide in State

THIRUVANANTHAPURAM: It is rum that holds sway among the tippler population in the southern parts of Kerala, but it yields place to brandy in the north.

Going by the sales figures of the Kerala State Beverages Corporation Limited (Bevco), rum is the most popular drink in Thiruvananthapuram, Kollam, Alappuzha, Pathanamthitta and, to some extent, in Kottayam. But the tippler population of north Kerala prefer brandy, particularly those in Ernakulam, Thrissur and other northern districts. Whisky consumption is relatively low in the State.

The consumption of beer has gone up over the last few years. One reason cited for this is the new initiates from the IT sector.

Wine also has more takers in the State these days, but the dampener is that drinking wine in bars is an extremely costly proposition for most people.

Beer sales were a little dull this year on account of the rain and the religious observances during the season.

Beer is the preferred drink of the upwardly mobile young adult crowd, say sources in Bevco, which is expecting a turnover of Rs.170 crore during the current festival season. So are the figures from the network of illicit liquor sellers reportedly active in different parts of the State. There are also no authentic estimates about the alleged sale of what are known as ‘seconds’ by bars.

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