New Delhi – Delhi is currently facing an unexpected beer shortage, and consumers are noticing more than just empty shelves. Beers from neighboring countries Bhutan and Nepal have taken over display racks at liquor shops, bars, and restaurants across the city.
While popular Indian beer brands are missing, imported beers from these two countries are widely available. This shift has sparked concern among consumers and industry experts alike.
What’s Causing the Shortage?
Industry insiders point to a combination of policy confusion, distribution issues, and profit-driven sales strategies. One major factor is that beers imported from Bhutan and Nepal are duty-free, meaning they don’t attract import taxes. This makes them cheaper for wholesalers, who in turn earn better profit margins compared to Indian beer brands.
These financial incentives have reportedly led some vendors to push these foreign brands more aggressively. Liquor store staff are even being offered rewards to give better visibility and chiller space to these imports.
Vinod Giri, Director General of the Brewers Association of India (BAI), told the Times of India:
“The challenge is mainly in government-run retail shops, where popular national brands are hard to find.”
Consumers Looking Elsewhere
With limited choices in Delhi, many beer lovers are now heading to nearby cities like Gurgaon in Haryana or towns in Uttar Pradesh. Others are switching to spirits, which remain readily available.
“I’ve stopped trying new beers in Delhi,” said Pratyush Ranjan, an IT professional from Dwarka. “Instead, I just go to Gurgaon and buy the brands I actually enjoy.”
Data Highlights the Shift
According to BAI, beer sales in Delhi dropped by 37% in the financial year 2023–24, even as sales across India went up by nearly 10%. National beer brands, which usually dominate markets across the country with an 85% share, make up only 36% of sales in Delhi. The rest of the market is split between regional players and imported beers from Bhutan and Nepal.
A senior official from the Delhi government’s excise department said that the department is reviewing sales trends, brand margins, and registration fees to understand and address the issue.
“These imported brands often get better placement in chillers, leaving fewer chilled options for Indian brands,” the official noted.
What’s Next?
The Delhi government is now investigating the situation to ensure fair play and balanced market access for all beer brands. Until then, Delhi’s beer lovers might have to travel further—or settle for less familiar labels.
