LITERATURE REVIEW This internet reference http://www.slideshare.

net/arindam_das is describes about the kingfisher history. Parent company of Kingfisher, United breweries was established in 1857 with the name Castle breweries. It was renamed to United Breweries in 1915 and started manufacturing beer from the year 1944 under the label Exports Beer. UB group started exporting beer to Middle-East from 1974 and in the year 1978 it launched Kingfisher brand. Market Position: It is the largest selling brand in India and commands more than 30% share in the beer market. In 2005-2006 it recorded 28% growth. Target markets: Kingfisher has two different products for different market segments. Kingfisher Mild (Alcohol<4%) Kingfisher Strong (Alcohol>4%) • Youth who drink for fun • Those who want to light beer to • First-time drinkers who drink for something stonger experience • Regular drinkers who prefer stronger • Urban women who prefer to drink light flavour Product No. 1 selling product in its segment. Good quality raw material is used to maintain the quality standards. Consistency of product quality is high. Always tastes fresh due to good quality and well developed distribution network. Hangover due to heavy consumption is very mild. Place It is available throughout India, and is dominant particularly in South and West India. UB has 16 company-owned breweries apart from nine contract breweries in 20 different locations across the country. Kingfisher also has a presence in 60 countries. Kingfisher also has an online marketing system. Any consumer can go to and get their beer- a mini mum of six bottles home delivered. This move has been a big draw with info tech professionals and district women drinkers. It also has some sixteen hundred shops apart from pubs and bars. Better retailing outlets are also 6 to be opened under the

Kingfisher Brand. Page Kingfisher also has tie-ups with large department stores like ‘Foodworld’ for retailing its Beers.

Book: The complete Encyclopedia of Beer (An expert and comprehensive directory to the beers of the world) Author: B. Verhoef In this book, the complete encyclopedia of beer, the author described about the brewing process and the history of beer. This reference book also contains lots of interesting facts over eight hundred beer brands and their breweries and many beautiful photos of bottles, cans and labels. As well as beers from the main beer countries such as Germany, England, The Czech Republic and Belgium. You will also find beers from the smaller and less well- known ones, such as Fine land, Italy, and Spain, and of course the Netherlands is also given the comprehensive coverage in this review.

This internet reference is described about the kingfisher beer. The Beer brands manufactured and marketed by United Breweries Ltd have always been recognized for their international quality. That's Beer at its best for the discerning consumer! Kingfisher, the bird is known for its keen instinct, and perfect aim. It zeros on its target with unfaltering focus. It is a very vibrantly coloured bird. All

of its colours represent energy, youthfulness, enthusiasm, freedom with a touch of formality and discipline. No wonder, that this bird with an eye for right focus and an aim for succeeding in its attempt became the mascot for The Kingfisher brand of Beer from the stables of UB group. Since the launch, Kingfisher Beer has become one of the largest selling beer brands in the world. "It's flying" and the mood is upbeat - both within the Company and among consumers. The new look designed by the UK based packaging specialists, Claessens, is representative of the brand in full flight, in a supportive environment. It reflects the energy, youthfullness and freedom that are characteristic of the brand's target consumer and reiterates its contemporary positioning. This internet reference is describes about the standard maintaining of kingfisher beer. The finished beer is either bottled, canned or filled into kegs. It may be tunnel pasteurised, flash pasteurised or aseptically bottled. In either case the beer must appear fresh, bright and without faults to the customer and hence the quality is a matter of great concern. The beer must also be free from micro-organisms to ensure wholesomeness and biological stability. The ethanol content must obey fiscal rules but is also of major importance for the flavour of the beer. This is further influenced by a wide range of compounds that may be present in even very small amounts. Visually the finished beer must form a nice foam on pouring, it must have an attractive colour. Despite use of the choicest raw materials and careful brewing performance the beer is a fragile liquid, especially when not stored cold. The fine balanced aroma of

fresh beer is eventually replaced by a less attractive smell and likewise the taste deteriorates. The basis for this decay is a matter of intense research.

This internet reference is describes about the quality control of beer. The quality control group of the Kingfisher Research Laboratory performs analyses of water, barley, maize, hop products, wort and beer from the kingfisher Breweries and its affiliated breweries in order to ensure that the products are of the highest quality all over the world. Routine analyses of the composition of the raw materials used in the malting and brewing processes aim to assist quality control. Additional analyses are performed to detect trace amounts of undesirable compounds such as pesticides to confirm that they are not present in the raw materials used in production. Detection methods for genetically modified raw materials such as maize kernels are also established.

This internet reference is describes about the beer. Beer is the world's oldest and most widely consumed alcoholic beverage and the third most popular drink overall after water and tea. It is produced by the brewing and fermentation of starches, mainly derived from cereal grains—most commonly malted barley, although wheat, maize (corn), and rice are widely used. Most beer is flavoured with hops, which add bitterness and act as a

natural preservative, though other flavourings such as herbs or fruit may occasionally be included. Some of humanity's earliest known writings refer to the production and distribution of beer: the Code of Hammurabi included laws regulating beer and beer parlours, and "The Hymn to Ninkasi," a prayer to the Mesopotamian goddess of beer, served as both a prayer and as a method of remembering the recipe for beer in a culture with few literate people. Today, the brewing industry is a global business, consisting of several dominant multinational companies and many thousands of smaller producers ranging from brewpubs to regional breweries. The basics of brewing beer are shared across national and cultural boundaries. Beers are commonly categorized into two main types—the globally popularpale lagers, and the regionally distinct ales, which are further categorised into other varieties such as pale ale, stout and brown ale. The strength of beer is usually around 4% to 6% alcohol by volume (abv.) though may range from less than 1% abv., to over 20% abv. in rare cases.

This internet reference is described about the introduction to kingfisher beer. The Indian beer industry is booming, and a visit to India wouldn't be complete without trying some of the top Indian beers on offer. Beer was introduced into India by the British, who eventually set up a brewery that produced Asia's first beer -- a pale ale called Lion. However, these days, lager is the only type of beer you'll find available in India. It comes in two strengths -- mild (around 5% alcohol) and a generous strong (6-8% alcohol). Depending on the

place, a large 650 ml bottle of beer will cost you between 50-70 rupees ($1-1.50) at a liquor store, and double or triple that at a bar Kingfisher, "The King of Good Times", is India's most recognized and widely available beer. Its name has been associated with sports, fashion, and even an airline. The beer itself is a light tasting, easy drinking beer with plenty of malt. It goes down really well -- if not a little too well at times! Kingfisher Strong, containing around 8% alcohol, is fast growing in popularity and has more flavor than the regular Kingfisher Premium, which has 4.8% alcohol. Another variation is Kingfisher Blue, marketed at the young and trendy. This is also a strong beer with around 8% alcohol but it has a very light watery taste. This internet reference is described about the growth of kingfisher beer in the market. UB (United Breweries Ltd.) is the market leader in the Indian beer market with a 40% market share. Its flagship Kingfisher brand alone commands 25% market share. The company has however been focussing on strong beer, which has driven growth. The company introduced its strong beer, Kingfisher Strong during the year 2000 in the selected market of Maharashtra and Karnataka. The move came as a reactive move following increasing shift of consumers towards strong beer, a trend started by Shaw Wallace. While the overall market grew marginally by 2%, the strong beer market grew at 8-10% during the year at the expense of lager beer. The market is now skewed towards strong beer with more than 60% of the market being strong beer market.

Beer mix today is approximately 60 percent lager beer and 40 percent strong beer. This ratio was very different 4 years ago. Over the last four years strong beer has been the fastest growing segment. This was completely usurped by Shaw Wallace. As of today while Shaw Wallace has approximately 28 to 30 percent of the strong beer market, UB already has achieved 14 to 15 percent of that strong beer market and is growing very fast. It launched Kingfisher Strong only in May of 2001. And once it is able to takeKingfisher Strong national, it will try to match Shaw Wallace's market share over the next few years. Apart from Kingfisher, and Foster's Beer, the other brands in the Indian market are Carling Black Label, Carlsberg, Dansberg, Golden Eagle, Guru, Maharaja Premium Lager, Haake Beck, Haywards 2000 Beer, Haywards 5000, Haywards skol, Flying Horse Royal Lager, Taj Mahal, Heinekin, Hi-Five, Ice, Kingfisher Diet, Kingfisher Strong, Kirin, KnockOut, Legend, London Diet, London Draft, London Pilsner, Royal Challenge, San Miguel Lager, Sand Piper, Strohs and Zingaro.

This about the beer market in India.


reference is described

The Indian beer market was estimated to be 6.7 million hectoliters (hl) in 2002-03. As seen in figure 1, beer consumption has been growing rapidly at a CAGR (Compound Annual Growth Rate) of 7 per cent over the last 9 years, while growth in 2002-03 was 11 per cent.

Indian growth rates compare favorably with the global beer industry, which grew by about 2.6 per cent in 2001-02 Apart from providing strong growth, India also provides attractive profit margins due to the consolidated nature of the industry – a comparison between China and India, for example, reveals that the Chinese beer market is marked by intense competition, with several players being marginalized. In China there are about 400 brewers, of which the top 10 account for only 45 per cent of the market. This has resulted in low profit margins for the Chinese beer players. In contrast, the top two beer players in India account for about 75 per cent of beer sales in India and the industry stands a chance to see more consolidation in the near future. The effect of this consolidation can be seen in the fact that beer prices in India rarely go down with the competitive pressures of new product or brand launches. In the past, whenever beer prices have gone down, it has been due to either the lowering of duties by the government or the deregulation of distribution (leading to lower margins for the distribution channel partners). In neither scenario have the margins or revenues of beer manufacturers been affected.

In the website, it says about premium lager beer is that; Around the top border, it reads “India’s Premium Lager”. And around the bottom border, “The Finest Malted Barley & Hops”. No, wait, that’s not special at all. Maybe it’s the alcoholic volume? Next to the “330ml”, an in tiny writing, we’re informed that this has 4.8% volume. At 0.2% less than both Cobra and Tiger, that’s not working to Kingfisher’s favour either.

Under all of that though, is one small detail that does raise Kingfisher above it’s Indian counterparts. It’s heritage. Dating to 1857, that blows its twentieth century competition out of the water. The back label holds a few more interesting facts. Some in it’s favour, some not. First, it tells us that Kingfisher is the world’s number-one selling Indian lager. A surprise to me. Especially as I hardly ever see Kingfisher on sale anywhere. Then we’re told that Kingfisher has won “several international awards for its quality and taste”. Again though, we don’t know what they were. Come on, tell us what awards you won exactly. Then, we learn that Kingfisher is a brand of the glamorously named United Breweries Group of Bangalore, India. Sadly, here’s were the news turns sour. Kingfisher wasn’t imported. Instead, it’s been brewed and bottled under license by Shepherd Neame of Faversham in Kent. The same Shepherd Neame behind the rather good Bishops Finger and Spitfire Kentish Ales. I hope they’ve not skimped on the quality just because it isn’t their name on the front of the bottle. This could be quite good after all





described about the kingfisher draught beer. Kingfisher draught beer also known as draft beer or tap beer has several related though slightly different understandings. Most references to draught beer are to filtered beer that has been served from a pressurized container, such as a keg or a widget can. A narrower meaning, beer that is served from a keg (or tap), but not from a can, bottle or cask, is also used. A more traditional definition is beer that is

served from a large container, which could be either a keg or a cask. The different understandings may at times overlap and cause confusion. Some traditionalists object to the more modern use of the word when applied to canned beer. The slight usage differences of the term are due to the history and development of beer dispensing.

Book: Grossman’s guide to wine, beers, and spirits (Seventh revised edition) Author: Harold J. Grossman In this book, the Grossman’s guide to wines, beers and spirits, revised by harriet lembeck, the author describes about the handling packaged beer. The author says that bottled beer should be stored in a dark, cool place. Beer exposed to the direct rays of the sun in a shop window for display cannot be used, as beer is extremely sensitive to light and will, after only a few moments, commonly called skunky. It may also become cloudy. This is caused by a substance in the hops that is sensitive. If the hops are treated with the hydrogen, the skunky producing elements will be eliminated. Beer in cans is not affected by light, but it should be kept in a cool place. In the home beer should be stored in the lowest, coolest part of the refrigerator. Storing bottle and canned beer in the door shelf of a refrigerator is risky because the constant jostling and the drafts of warm air from the kitchen could hasten beer’s deterioration.

This internet reference is described about the kingfisher lager beer.

Lager is a type of beer that is brewed using bottom-fermenting yeast at lower temperatures and for longer durations than those typically used to brew ales. In German, the term "lager" refers to storing a beer at cool temperatures and does not necessarily imply bottom-fermentation. Pilsner, Bock, Export and Märzen are all styles of lager. Pale lager is the most widely-consumed and commercially available style of beer in the world.

In this website, it describes about quality of draught beer. Properly designed and appropriately operated, your draught system pours perfect draught beer from its faucets. But the consumer’s experience can still be ruined by improper pouring, glass residue and unsanitary practices. In this chapter, we review the serving practices required to deliver high quality draught beer. To achieve the qualities the brewer intended, beer must be served following specific conditions and techniques. Let’s review some of the critical conditions necessary for proper draught dispense. • Beer stored between 34° - 38ºF • Beer served between 38° - 44ºF • To accomplish this, the glycol cooling the beer lines in a long-draw system should be set to 27º - 32ºF. • Balanced draught settings (pressure = resistance) • Normal fl ow rate of 2 ounces per second.

Book: The bar and beverage book (Third edition) Authors: Costas Katsigris, Mary porter, Chris Thomas. In this book, the bar and beverage book, the authors describe about the industry trends of beer. The authors says that the blend, light bodied lagers of today’s giant brewing companies may still dominate the beer market, but there is a persistent and growing interest in specialty beers and imported beers from a very active international brewing scene. We have already established that today’s consumer is willing to experiment with new and different products, is willing to pay a higher price for them, and may well be more sophisticated than the prototypical beer drinker of the past. They also says that the fueling the trend toward increasing availability of what are termed craft beers, made by people who consider brewing as much an art form as science. In contrast to the standard American beers and many of the imports, these hand crafted brands are typically rich, hearty, colorful, aromatic brews that range from European style beers to specialties developed by the individual brewer. While the national giants are locked into their own rigid formulas and images, most craft brewers tried to capitalize on trend by introducing their own, fuller – flavored products or by purchasing or contracting with smaller breweries to sell their specialty beers.

Book: Beer Basics (a quick and easy guide) Author: Peter Lafrance (He was the formerly the editor /publisher of ‘On Tap’ and senior editor of beverage media.) In this book, the beer basics, the author Peter Lafrance describes about the tasting of beer. He says that the most important thing to remember about the setting up a beer tasting is that it should be fun. Of course, there is serious side learning about the craft or brewing beer and appreciating a well brewed beer, but the only real reason to go to all the trouble of setting up a tasting is to enjoy good beer with good friends. Sharing your impressions of beers and even keeping notes, so that you know what you liked and did not like about a beer, can become a regular event among beer aficionados. It is actually a lot more fun than just sitting around drinking for effect especially the next morning. The author also says that beer can be evaluate for the following characteristicsappearance, bouquet, taste, after taste and overall impression- you should present the beers to their best advantage. This means having enough beer clean glasses on hand for everyone taking part. If you do not have the massive collection of glasses so that each beer is served in the glass specifically designed for it, the best glasses to use are what are called burgundy glasses.

Book: The bar and beverage books (Fourth addition) Author: Costas katsigris, Chris Thomas.

In this book the bar and beverage book, the author describes about the on premise beer promotions. The authors say that bars have an advantage over many off premise locations when it comes to beer sales, in that the bar sells one serving at a time. The customer doesn’t have to make the commitment to a full six packs or case and might be willing to sample new products. At a bar the guest is more likely to try something at the suggestion of the server or bartender. Image also plays an important role. Customers will often migrate to a higher image beer if they want to impress the people they are with. Other guests do so to treat themselves to something more upscale than they would select at a supermarket or convenience store. The authors also describes that all of these gives a bar a chance to increase profit, brand awareness and loyalty, but only if the product is visible at the point of purchase. Common ways that bars advertise their wares on premises are Tap handles, lists and menus, table tents, beer coasters, neon signs and logos.

Book: The world encyclopedia of beer Author: Brian Glover In this book, the world encyclopedia of beer the author describes about history of beer.

The author says that beer has always been the drink of the people. Malt and hops may not have inspired as many precious pens as the noble grape, but they have always provided good company. Beer is much more sociable. It is the best long drink in the world. He has given the brief description about the first brewers, civilizing influence, the Sumerians and Babylonians, documented brewing methods, tastes of the past, the brewers of ancient Egypt, the end of tradition. The author also describes about the brewing industry, it has changed fundamentally since the early medieval ala wives brewed from their kitchens and it has been affected by the advances in technology sparked by the industrial revolution of the 19th century and continuing innovation of the 20th century. It has developed into one of the largest and most modern multinational industries. Beer is shipped all around the globe and large companies produce their brews thousands of miles from home.

Book: Cooking and eating with beer Author: Peter Lafrance (Is a consultant to restaurants and beverage companies on bar)

In this book, cooking and eating with beer, the author describes about the beer menus and cooking with beer. He says that beer has once again caught the popular imagination with an explosion of micro breweries, brew pubs, and restaurants producing brew based on every

distinctive style of beer known in the world. From ethereal, straw colored lagers to deep, garnet colored pale ales, these beer challenge the palette with an extraordinary range of flavor and character. He also explains about the essential principle of matching the right beer with the right food, and unlocks the many exciting possibilities of cooking with beer. It features the expertise of over 50 chefs, brew masters and restaurants from leading North American restaurants who share with you their special tips, techniques and recipes for using beer successfully in the kitchen and on the table. Book: The international book of beer (a guide to the world’s most popular drink) Author: Barrie pepper

In the book, the international book of beer the author describes about the preparation, packaging and distinct qualities of a wide variety of beers on worldwide basis. The author says that beer is an always has been a truly international beverage. Like wine, its taste and reputation for transcends mere geographical boundaries and also like wine, the sheer variety of beer now available bewilderingly profuse. Whether its areal ale from the united kingdom, a light beer from the united states or a designer lager from France or Italy, beer drinking enthusiastic the world over are just as keen, dedicated and knowledgeable as any connoisseur of fine wine.

This book gives a full account of the history of beer and the exact science of brewing, complete glossary of beer terminology and a fascinating and possible controversial list of what the author considers to be the world’s top ten beers.

Book: The waiter’s hand book Author’s: Graham Brown Karon Hepner

In this book the author’s Graham Brown and Karon Hepner describes about the beer making process. The author’s says that beer is made from fermented green by the process called brewing. The traditional ingredients are malt, yeast, hops and water. Beer is the general term for ales, lagers and stouts. Ales and lagers are made by different techniques of fermentation. Ales are top fermented where as lagers are bottom fermented. In general lagers are paler and more highly carbonated than the ales. Most Australian beers are lager. Stout is a dark heavy beer. Draught beer is drawn from a keg, rather than bottled or canned. They also say that the Australian beers often carry confusing labels, for example: pale a lager can be described as ale and a bottled or canned beer may be described as genuine draught.

Book: Restaurant service basics

Authors: Sondra. J. Dahmer Kurt.w. Kahl

In this book Restaurant service basics, the author describes about the types of beer and procedure of serving beer. The author says that beer is a term referring to a brewed alcoholic beverage made from fermented barley, malt, hops, yeast and water with an alcoholic strength of 2 to 6 percent. They also described that United States, most of the beer consumed is a lager beer, a generic term for a pale, aged brew introduced from Germany during the middle of the nineteenth century. In addition to malt, other grains such as corn and rice are frequently used to give lager its light body. All lager beers are aged by storing them for several months before putting them into bottles, cans or kegs. The author has briefly elaborated the procedure for serving beer. They says that beer goes well with almost any food served in a restaurant except sweets. Beer may be served before meal with the appetizer, during the meal and as a beverage any time. The glass is placed on the table to the right and below the water glass and the beer is poured for the guest.

Book: Food and Beverage Service Author’s: Anil Sagar Deepak Gaur

( Instructor of basic training center, Pusa, New Delhi.

In this book the author describes about the material required to make beer and brewing process and also describes about beer. They say that beer is an alcoholic beverage obtained by the fermentation of cereal. Brewing is an old as human record Sumerian, Babylonian, Assyrian, Egyptian record dating back to 6000 years to this fact that brewing was well established at the dawn of civilization. It is very good in summer. It gives refreshing. The alcoholic content is between 3percent to 5percent only. They also described about the how beer is served. On the demand of the guest waiter has to show the bottle to the guest before opening. When the guest is allowing you to serve the beer then you can serve the beer in the beer goblet or beer mug, the beer gently down the side of the glass. In case the beer is over chilled, enough froth does not form in the glass when produced. They also say that if the guest complained that the beer is flat shake the bottle lightly, froth will come up and this proves that the beer is not flat.

Book: Food and Beverage Service Author: Vijay Dhawan

In this book the author Vijay Dhawan has described about the types of Indian beers. He says that Indian beer bottle capacity is 650ml. He also given the various types of Indian beer, they are Kingfisher, UB(united breweries), Golden Eagle, Birdie, Rosy Pelican, Black Partridge, Gymkhana, Guru, Black Label, Thunderbolt, and others. The author also explains the contents which are appeared in beer. The beer contents 89-91% water by weight, 3.5% alcohol, carbohydrates, sugar or dextrin 34%, protein 0.4-0.5%, carbon dioxide gas 0.4-0.5%, minerals, salts 0.2% by weight. The author briefly elaborated the basic raw material required for beer, they are barley, malt, sugar, yeast, hops and liquor.

Book: Food and Beverage Service (Fourth Edition) Authors: Dennis. R. Lillicrap (Senior lecturer, department of hotel and catering operations, Polytechnic of West London)

John. A. Cousins (Head of department of hotel and catering management, Polytechnic of West London)

In this book the authors Dennis. R. Lillycrap and john. A. cousins has describes about the bottling of beer. They says that the object of the bottling is to supply a beer which is consistent in the flavor and character and will remain in good condition for a reasonable length of time. Bottled beer may be classified basically into two groups. The authors also describe immediately before and bottling the beer is stored at a constant temperature of 13-15c. During this maturing period a slight deposit may form. It is stored at a constant temperature, namely 13-15c. If the temperature is any colder than a haze may appear. Some bottled beer is subjected to a slowly rising temperature up to 60c for 18 minutes and then slowly cooled again. This suppresses all the organisms that may be present in the beer and allows the beer to remain in a sound condition over a longer period of time.

Book: Food and Beverage Service (Seventh Edition) Authors: Dennis Lillicrap John Cousins Thames valley university, Ealing, London and slough,Berkshire.

Robert Smith Birmingham College of food, tourism and creative studies.

In this book the food and beverage service, seventh edition. The authors describes about the fault in beer.

The authors say that although thunder has been known to cause a secondary fermentation in beer there by affecting its clarity, faults can usually be attributed to poor cellar management. The authors also explains about the common faults in beer, they are Cloudy beer, Flat beer, Sour beer, Foreign bodies. The authors have briefly elaborated the faults in beer. Cloudy beer may be due to too low a temperature in the cellar or more often may result from the beer pipes having not being cleaned properly. Flat beer may result when a wrong spile has been used –a hard spile builds up the pressure, a soft spile releases the pressure. When the cellar temperature is too low, but often becomes dull &lifeless. Dirty glasses and those which have been refilled for a customer who has been eating food will also cause beer to go flat. Sour beer may cause due to lack of business resulting in the beer being left on ullage for too long, sournell may also be caused by adding stale beer to a new calk, or by beer coming in contact with old deposits of yeast that have become lodged in the pipeline of the cellar. Foreign bodies maybe the result of production or operation slip-ups.

Book: hotel and catering studies

Author: Ursula johns

In this book the author Ursula johns describes about the beer, how it is made, stored, filtered etc. The author says that the beer should be served in well-ventilated, cleans cellos at a constant temperature of 13’c. If traditional carks are used they should be placed on trestles and allowed for rest for 24 hours often transportation to settle the beer. The barrels are taped and spiles are inserted to control the air when the contents are withdrawn. He also explained that in modern metal kegs, the beer is pressurized with carbon dioxide to assist the flow of beer. All pipes and pumps should be absolutely clear to avoid contaminating the beer & also altering the flavor. The bottled beer should be allowed 24 hours ton settles before being served to the customers. Beer is served in imperial pints or half pint measures. The author says that beer should be carefully powered against the side of the glasses to ensure that the only a small head of forth is created.

Book: modern restaurant service (a manual for students and practitioners) Author: john fuller In this book the modern restaurant service, the author describes about the service procedure of beer.

The author says that the bottled beers are served from 3dl bottles and poured into a 3 ¾ dl glass. They are served with the Head or collar. Serve without a delay so that a full Head remains. He also tells that the English draughts are served at normal cool cellar temperature. Lager beers are always served chilled. The author that the draught beers are served in half pints or pints must be served in glasses, mugs or tankards bearing the official crown marking and quality must be full to the mark.

In this internet reference is described about the Beer Industry in India. India has the largest population of beer drinkers in the world. Beer on the other hand is a different story with Per capita consumption in India is hovering around a measly 0.8 liters per annum. These figures pale into insignificance if one compares them with those of Czech Republic that has the highest per capita consumption of 156.9 liters per annum. Per capita consumption is directly related to the taxation, according to an industry observer. For instance, in Maharashtra there is a direct 100% excise duty on Beer. An equivalent 650 ml bottle is available for approximately Rs 8 in China. Rising income levels: India is home to nearly onesixth of the global population and is one of the most attractive consumer markets in the world today. Being the most attractive new market all most all the major beer brands have entered the Indian market in last few years changing age profile: As a consequence of the high birth rates prevalent until the 1990s, a large proportion of the Indian population is in the age group of 20-34 years. This age group is the most appropriate target for beer marketers.

This population trend will give a further boost to the growth of beer consumption in India. Urban consumers become more exposed to western lifestyles, through overseas travel and the media, their attitude towards alcohol is relaxing the greatest evidence of this trend is the increase in beer consumption among women. More and more women are consuming beer. Book: The complete guide to Beer Author: Brian Glover In this book, the complete guide to beer, the author describes about the beer drinking. He says that asking for a beer is a vague statement of intent. Many take beer for granted, assuming that a glass has little to offer beyond quenching a thirst and providing intoxication. But beer is much more than a chilled pilsner on a hot day. You should never rush a good beer. The author also says that the anticipation is the part of enjoyment. Take the trouble to pour the beer carefully into a clean glass, ensuring a reasonable head. First drink with your eyes and appreciate the colors in your beer. Don’t necessarily worry if the beer is not sparkling and bright. Some brews, yeasty wheat beers from Germany. Some have a subtle scent, others can be almost overpowering, but all should be enticing. At last let the beer flow right over your tongue to pick up all the different taste sensations. Then swallow and wait. Savors and flavors left behind. A good beer should linger long on the palate. The taste should not be strangled in your throat. He also says that the best beer of most styles is on draught and the closer the pub or bars to the brewery, the better the beer. It is at the heart of the community in

many countries. There is a beer for almost every occasions – ice cold lager is perfect for the beach.





described about why people like to have beer. The author Kevisaurus is says that it would be difficult for one beer drinker to speculate on the motivation behind drinking a beer due to the fact that there are many beer drinkers with different reasons for enjoying drinking beer. I will however, offer some insight as to what my observations have been having enjoyed beer in many different environments with many different types of individuals. I have found that there are individuals who enjoy having a beer or two; they enjoy the taste as well as the relaxing effect of the alcohol. They do not appear to consume the beer purely for the physical effect, they actually enjoy the taste, and in many cases it seems as though the taste of beer to them, is reminiscent of a hard day’s work that has come to an end, or a project which has finally been completed. It is not abused, for the alcohol, but enjoyed for those other reasons I mentioned as well. I on the other hand, am the type of person who correlates the taste of beer with the physical effect it will have once I have consumed a healthy amount, and although I may not enjoy the flavor of a particular beer, I will press on and finish it, because I seek the effect of the alcohol. That is why I would not be suited to answer this question on behalf of all beer drinkers, our motivations and reasons for enjoying beer differ, they range from enjoying the taste, to enjoying the effects, as well as a combination of the two.

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