Beer sales in Delhi experienced a nearly 10% increase in May 2026 compared to the same period last year, according to excise department officials. The total beer sales reached 11,12,761 cases this May, up from 10,10,524 cases in May 2025. National brands accounted for 5,96,351 cases this May, representing a significant increase from 2,47,143 cases in the corresponding period last year.
The market share dynamics showed a dramatic shift toward established brands. According to excise department data, the share of well-known national beer brands increased to 54% in May 2026, up from 24% in May 2025 and 38% in 2024. Conversely, the share of other brands, including lesser-known labels and imports from Nepal and Bhutan, declined to 46% this year from 62% in May 2024. This represents a significant shift in consumer preferences toward recognized brands.
Draught beer sales remained concentrated in specific venues during May. As reported by Business Standard, a total of 1,521 cases of draught beer were sold in May, with restaurants accounting for 1,365 cases, clubs contributing 126 cases, and Delhi State Industrial and Infrastructure Development Corporation (DSIIDC) vends selling 30 cases. This distribution pattern reflects the continued dominance of traditional retail channels for draught beer consumption.
Som Distilleries & Breweries Ltd. shares demonstrated positive momentum, rising 3.94% to ₹77.09 from the previous close of ₹74.17 as of June 12, 2026. The company maintains a market capitalization of ₹1,602.71 crore within the Beverages - Alcoholic sector, ranking 9th by market cap. The stock has shown strong weekly performance with a 3.28% gain over the past week, though it remains below its 52-week high of ₹173.03 and above its 52-week low of ₹61.80.
Government officials acknowledged ongoing industry concerns about brand practices. According to Business Standard, a government official stated that last year, there was an issue regarding brand pushing raised by the industry, and the excise department has been monitoring the situation. Officials confirmed they conduct surprise inspections to maintain oversight of market practices and ensure compliance with regulations.
