Watching IPL match on a giant screen with a chilled beer is the funda ruling the city now.
The cricket lovers are thronging bars and restaurants to watch the matches. The ongoing cricket season has come as a boon for liquor shop owners with sales rising considerably in the city.
Owners claim the sales have registered a 10 per cent rise in bars and restaurants ever since the high-voltage IPL matches began from April second week.
The sales may go up further by the time the season concludes on June 1, says Vijayawada Liquor Merchants Association president G. Koti Prasad.
Customers are enjoying the live telecast matches on the LCD TVs and giant screens put up on the premises of bars and restaurants by sipping chilled beer.
“Groups numbering three to five people are thronging bars and watching live cricket matches. Even if their favourite teams win or lose the game, fans are enjoying the matches with gusto,” a restaurant manager, under condition of anonymity says. The bars and restaurants are offering at least 10 varieties of beer ranging between Rs.120 and Rs.140 to cater to customers’ choice, he adds.
According to Prohibition and Excise department, over 81,388 cases of beer were lifted in March, which roughly translates into 6.35 lakh litres of beer in Vijayawada division.
This indicates that the owners have made necessary arrangements in advance by purchasing stock before the commencement of IPL matches, an official says.
Andhra Pradesh Wine Dealers Association too admits the ongoing cricket season coupled with sweltering heat has enhanced sales. Another reason contributed for the spurt in sales is discounts offered by owners to woo customers. “Compared to festivals and New Year celebrations, the IPL is indeed helping us improve beer sales,” says association secretary D. Venkateswara Rao.
