FOOD SPECIAL............... BEER STORY HERE AND THERE

  BEER STORY HERE AND THERE

    Let me tell you a story, one worthy to be tucked away for posterity. This one doesn't end well for all and, as a purely personal opinion, that kind of story is the best kind. Before we begin I will say I shall not be the least offended if you care to have a glass while you hear my account of the happenings at my preferred bar not many moons ago. I must, however, insist upon its contents. For you see, though it is a fairly recent development, I have cultivated an infinite dislike for beer. That is the far from delightful subject of this tale today. For as long as I can remember my lifelong friends and I (a most respectable class of people) took solace in our evenings at the pub. Back in the day, we would drink many a rum and whiskey till the wee hours, only to return oiled, boiled, fried and sozzled on the morrow.
But changing times brought hordes of sprightly beer drinkers. I was an early witness to their social gatherings as clinks of senselessly large mugs filled the bar-parlour and pitchers overflowing with that pale fluid occupied table tops. Suddenly hard liquor on week days was old fashioned, and the right thing was a casual pint. I would tell them a classic is never old fashioned but could never quite make myself heard over loud disharmonious recitals of The Beer Prayer. Some of us still hold fort in the old places where a man can find a respectable drink, far from the mindless crowds in spots where the tunes are loud and the chatter louder.
They say, and I quote, beer was the drink that first helped humanity along the path to a modern world. Modern, indeed! There was no bone to pick when there were just a handful of occasions when beer was consumed. But the hours have multiplied since. As has the quantity. Straight off work droves of mostly young men and women, drank 21 million hectoliters of beer last year I was informed. That's not a disproportionately alarming figure, yet, I've been told. India is, however, the fastest growing market for beer in the world, a fact distressing enough.
    And now they must have a hundred different varieties with names that wreak havoc on the tongue. The bottles come from everywhere, Bavaria and Berkel, always some dreadful location. They have bars dedicated to beer and beer alone. And festivals to celebrate its existence. And tasting and pairing sessions at places that don't serve an honest drink.
    Now shelves and ice boxes are stocked with brew from the Americas to the Orient. I hear the young'uns prefer their beers strong and cold. They like them in bottles and metal cans. They sell on days cold and warm. They gulp from the bottle, but some, the marginally civilized, prefer a glass occasionally. They consume the cheap but more open their purses for the exotic and therefore expensive variety. And one or two just won't do. They drink the concoction as they eat, twitter and watch the lads at football. It seems to some so plain a proof of its popularity that domestic production of beer increased by 21% (in 2010) and its consumption continues to grow.
    The lot of them, it seems, are smitten by the drink. But I'll tell you not many know its controversial past. No, they do not. Here's an extraordinary historical fact to think about the next time you knock back a pint. In ancient Egypt, the men who built the pyramids were paid in beer after they laboured under the unrelenting heat and whip. The 'Drunkards of Menkaure' they called themselves. It is a matter of undisputable fact that it was written in stone, albeit the writing suffered.
    Now I generally keep my head fairly well in a crisis, of any significant nature that is. But that evening desperate grief gnawed at my liver as I somberly sipped the sight of my lifelong friends polishing off one ghastly pint after another.
And, the moment the jolly barkeep rang the bell, one more for the road, they cheered. Well, if you can’t beat them...
Beer in India
In the last 5 years, the total beer market has seen a 10% CAGR Average Indian drinker consumes - 1.7 litres of beer a year. (Hong Kong- 22 litres, China- 37 litres, US-74 litres) Beer's key consumer — young adults and professionals aged 18 - 40 years Beer in metal cans is growing faster than beer in bottles Imported beer accounted for less than 1% of beer volume sales in 2011, according to Euromonitor International. Geist, Chimay, Asahi, Hoegaarden, Schneider-Weisse, Leffe, Stella Artois and Christoffel are few beers which have been available in the Indian market for the past few years.
    The premium beer segment is currently growing at the rate of 49% and is the fastest growing segment within the Indian beer market, driven by urbanization and the increase in disposable income. Brands such as Asahi and Peroni Nastro Azzurro have performed well, according to Euromonitor International.
    In 2012, strong beer category grew over 16% and continues to dominate the beer market, accounting for around 85% of the beer category. Companies like Carlsberg and Anheuser-Busch InBev launched strong premium beers Carlsberg Elephant and Budwesier Magnum, respectively. Growth is coming from markets other than the metros with UP, Rajasthan, Bihar growing faster than the industry average While in Europe about 50% of the market is on-trade, in India it is as low as 15% Football and music are the top marketing platforms for beer brands. For instance, Carlsberg's association with English Premier League and Heineken's with Champions League.
    ’A new breed of bars has been mushrooming in Indian metros - Beer Café and Pint Room, among others. Restaurants and high-end clubs offer extensive premium beer menus and host beer festivals. Plus a growing number of craft beers from microbreweries like Beer Island, Howzatt and Doolally, are coming up.
Companies also have plans to intensify presence to reach smaller towns and cities. Particularly in the states of Maharashtra and Andhra Pradesh according to Euromonitor.

The Pint Makers United Breweries SABMiller Carlsberg Anheuser-Busch InBev Molson Coors Brewing Mount Shivalik Mohan Meakin Heineken Millennium Alcobe

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