National labels capture 54 per cent market share as higher temperatures and wider availability boost beer consumption in May
Beer sales grew nearly 10 per cent year-on-year in May, aided by the stronger presence of leading national brands across retail outlets and seasonal demand during the peak summer period, according to excise department data. The data showed that national beer brands accounted for 54 per cent of total sales in May 2026, a sharp increase from 24 per cent in the corresponding month last year. In May 2024, these brands held a 38 per cent share of the market.
Meanwhile, the share of other labels, including lesser-known domestic brands and imported beers from Nepal and Bhutan, declined to 46 per cent this year from 62 per cent in May 2024.
According to an official document, beer sales rose from 10,10,524 cases in May 2025 to 11,12,761 cases in May 2026, reflecting a growth of around 10 per cent. National brands were a key contributor to this increase, with sales reaching 5,96,351 cases in May this year, compared with 2,47,143 cases during the same period last year.
The figures suggest that consumers increasingly shifted towards established national labels after their wider availability across retail shelves.
Draught Segment Remains Niche
The data also highlighted that draught beer consumption continued to be concentrated in restaurants and clubs. Of the 1,521 cases of draught beer sold in May, restaurants accounted for 1,365 cases, while clubs sold 126 cases. Another 30 cases were sold through vends operated by the Delhi State Industrial and Infrastructure Development Corporation (DSIIDC).
A government official said the excise department had continued to monitor concerns raised by the industry last year regarding alleged brand-pushing practices and was carrying out surprise inspections to ensure compliance.
Officials added that May and June remain the peak months for beer consumption as rising temperatures encourage consumers to opt for chilled beverages, supporting higher seasonal demand
(With input from agency)
