Rum guzzling Kerala is developing a small but perceptible passion for Vodka, say officials at Kerala State Beverages Corporation (BEVCO), the sole distributors of Indian made foreign liquor in the state. It has nothing do with love for communism or Russia but with affluence, taste and social standing.
?While rum is still Kerala?s favourite drink, a shift from rum to vodka is evident. From more than 60% share in total sales a few years back, rum has come down to 56%, while vodka has steadily gained from 0 to 4 %,? N Shanker Reddy, managing director of BEVCO told FE. It has to do more with the aspiration level and the taste factor, feels Reddy, as Vodka is relatively more costly to the black rum, which is sold more in Kerala. The cheapest vodka is priced 30% higher than any ordinary rum in Kerala.
BEVCO sold 188.03 lakh cases of hard liquor and 85.19 lakh cases of beer in Kerala during the last fiscal earning gross revenue of Rs 5538.90 crore. ?While drinking is very common among the affluent party-going youth, the smell and taste of ordinary rum are not very appealing. They prefer flavored vodkas which is easy on taste and more stylish,? Vinay Mathew of Devicolam Distilleries said. Apple and orange flavored vodka introduced by a company called MGM last year had sterling performance in sales prompting many including Devicolam Distilleries to introduce more vodka brands in the state.
Vinay estimates that the sales of white rum has also increased substantially in the state at the cost of ordinary rum, but the figures of BEVCO does not distinguish between the white and ordinary rum. Sumesh P, an insurance executive prefers vodka or white rum with cola as the smell is not as harsh as rum. ?Mixing cola with vodka helps first-time drinkers to overcome the sharpness of alcohol and the after-taste. So most of the youth prefer vodka or white rum,? he added.
?Vodka and white rum sales indicate the shift in age and affluence of drinkers. They are more concerned about their image. The number of women consuming alcohol is also on increase, helping vodka sales,? Rajesh Padiyath, a social worker from Chalakudy said. Chalakudy, a municipality in Thrissur district tops the sale among all centers in Kerala.
During the last seven days, including the festival day of Onam, Kerala consumed alcohol worth Rs 176.42 crore as against Rs 154.38 of the comparable period of last year. There is also a north-south divide in drinking habits in Kerala as the south of the state drinks more rum compared to brandy, while the north of the state which includes Kannur has a love for brandy relative to rum.
Liquor?s to the state exchequer by way of taxes was Rs 4259.80 crore in FY10. Kerala has the highest per capita liquor consumption in India at over eight litres per person a year.
