Cheers in the time of Covid: Home is where the booze is | Chennai News

If you like a drink or two, likelihood is that these days your sundowner has obtained higher and that you’re having it at dwelling as an alternative of a pub.
Life in lockdown has led to a rise in home consumption of liquor, as bars and eating places remained closed until just lately. After reopening, the watering holes are but to get the pre-Covid footfalls. However, liquor gross sales haven’t gone down; in truth, there is an elevated outtake of premium manufacturers.
“There is a definite increase in home consumption. It’s not just in Tamil Nadu, the trend is visible in markets across the country,” says V Ravindran, VP gross sales and advertising and marketing, Amrit Distillery. “Many people are still apprehensive about going to a bar.”
In a truncated 12 months (2020-21), when liquor retailers had been shut for almost 50 days and bars and eating places reopened in a staggered method, gross sales of IMFL rose 84.46%. This 12 months, Tasmac liquor shops remained shut for near a month.
Says Prasanna Natrajan of Sipping Spirits: “People are drinking at home and more of them are drinking expensive liquor, probably with the money saved from not dining or drinking out for long. They are also trying out new brands and types of liquor, which explains the sudden popularity of gin which is fast taking the place of vodka among youngsters.”
The change in preferences was additionally as a result of of availability. During the lockdown, provide strains had been disrupted and other people drank no matter they obtained. Interestingly, dwelling ingesting, and never with the ability to journey overseas, has not impacted gross sales of imported manufacturers. “There has been a substitution of demand from duty free to full duty paid retail,” says Natarajan.
Pratik Goyal, the founder of e-commerce start-up Bar Box that sells handy and stylish bar equipment for stay-at-home bartenders, says general gross sales have elevated by 75% over the previous 12 months. “Sales have been up 10% on a monthly basis. Mocktail and cocktail kits are the most preferred bar accessories, followed by whiskey stones (cubes of clean, cut natural stone used to chill the drink). We see a growing demand for portable bartending sets (priced around Rs3,000) from amateurs and professional bartenders. Most of the buyers are aged 24 to 35. Started in January, 2020, Bar Box has recorded sales of Rs5.5 crore.
SNJ Group chairman S N Jayamurugan says that the distillery’s premium products are moving faster. “Increase in sale of larger stock-keeping units indicates an increase in home consumption,” he says.
Paritosh Bindra, AVP at Ferns N Petals, says the gifting firm’s gross sales quantity of glassware this 12 months grew by 150% over the previous 12 months.“In this category, we receive about 200 orders a day. Whiskey glasses contribute around 25% of the sales, followed by hip flasks that constitute 15% of the sales volume. The average ticket size of glassware sold stands at ₹1,200,” he mentioned
(With inputs from Nandini Sen Gupta & Mamtha Asokan)


, 2021-10-25 11:17:23

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