Aligarh, Uttar Pradesh, Surprises with Unprecedented Beer Consumption
New Delhi: Aligarh, a city in Uttar Pradesh, is making headlines not for its heat, but for its record-breaking beer consumption. While major metropolitan cities are typically associated with high beer demand, Aligarh has shattered expectations with its remarkable sales figures. In just 43 days, the city recorded ₹26 crore (approximately $3.1 million USD) in beer sales, setting a new milestone for any city in North India.
According to excise department data, 7.95 lakh (795,000) beer crates were consumed during this period. Assuming an average of 12 bottles per crate, this translates to approximately 95 lakh (9.5 million) bottles. This equates to an average daily sale of 2.2 lakh (220,000) beer bottles—a truly astonishing and unprecedented figure.
Aligarh Surpasses Previous Records
Beer sales in Aligarh this year have surpassed all previous summer records. The district excise department reports that 20,06,285 beer cans were sold in May 2024, compared to 24,01,606 in May 2025. Similarly, sales increased from 7,96,384 cans until June 11, 2024, to 8,66,434 cans until June 11, 2025, showing an approximate 19.7% year-on-year growth.
According to excise department official D.K. Gupta, the intense summer heat and extended holidays this year significantly boosted beer consumption. Additionally, the IPL season, social gatherings, and friend group outings further fueled the demand.
High Consumption from 49 Sales Outlets
Aligarh district has a total of 49 beer sales outlets, all located within licensed liquor stores. The sale of nearly 9.5 million beer bottles in such a short time indicates a rapidly changing social landscape in Aligarh, with beer becoming a primary means of refreshment during the summer.
This figure reflects not only a business perspective but also a shift in social behavior. Beer has increasingly become associated with parties and entertainment, especially among the younger generation, significantly impacting sales.
Excise Department Increases Surveillance
The high beer consumption has prompted the excise department to tighten its surveillance. Instructions have been issued to closely monitor stock availability, complaints of overpricing, and illegal sales.
The district excise officer stated that they are working to ensure legitimate beer sales and prevent black marketing. The number of inspection drives and surprise checks is being increased.
The department fears that some temporary vendors might engage in illegal sales due to the high demand, potentially impacting law and order. Therefore, strict surveillance is being maintained across the entire network.
Aligarh's Changing Trends: Beer Becomes the Drink of Choice
While beer consumption was previously considered relatively low in smaller cities, its popularity is surging in places like Aligarh. It's increasingly seen as a refreshing, mildly intoxicating beverage to combat the heat and fatigue of summer.
The rising popularity of beer isn't just reflected in sales; local vendors are also actively promoting and marketing it. In some areas, beer is being presented similarly to soft drinks, further boosting its appeal among young people.
