THE INDUSTRY

In India, Beer has been clubbed with all other hard liquor categories in terms of perception, legislation and rules & regulations. Though beer tax contribution is just 15% of the Alcoholic Beverage industry contribution but the duty structure makes beer a luxury product. In addition operational hurdles, rules and regulation of compliances are as complex as for hard liquor. If minimum age for consumption of hard liquor is pegged at 25, the same applies to Beer also in most states.High taxation, poor availability and restrictive excise laws are responsible for lower consumption of beer in India as compared to global trends which includes Asian developing countries. In India, out of the total alcoholic beverage market,

50% is Beer, 49% hard liquor and 1% is wine. This, when compared to China/Brazil, 85-87% is beer, 10-12% is hard liquor and 3 to 4% is wine. Even developed countries have very moderate hard liquor consumption. Current taxation therefore promotes high hard liquor availability and consumption.
Per capita consumption wise, India comes at the bottom of the table with 2Liters per capita per year v/s 32L in China. In the case of hard liquor (this does not include country liquor) the consumption figures are comparable with the global trends. India is the largest whisky market in the world.
Enclosed is a listĀ of countries ordered by annual per capita consumption of Beer. Most of the values in this table reflect 2010 data.(as reflected in Wikipedia)

Rank Country Consumption per capita (Litres) 2009-2010 change (633-ml bottles) Total national consumption (106 L) Year
1 Czech Republic 132 -21.1 1709
2 Germany 107 -3.7 8787
5 Canada 98.5 -1.9 2311
8 Poland 84 -0.3 3215
9 Venezuela 83 -4.7 2259
12 United States 78 -2.5 24138
13 Belgium 78 -4.7 844
17 Netherlands 74 1.4 1224
18 United Kingdom 74 -3.4 4587
23 Australia 69 1794
24 Denmark 67 -10.2 372
26 Russia 66 -6.8 9389
27 Brazil 65 10 12170
29 South Africa 63 4.4 3095
37 Japan 45 -2.4 5813
40 China 32 2.1 44683
41 Italy 29 1772 2011
42 Vietnam 19
44 Kenya 12
45 Uzbekistan 11
48 Sri lanka 2 50
49 India 2 1400 2008