Jaipur, May 30: In wake of the scorching summer in Rajasthan, an increasing number of people have resorted to consuming beer to beat the heat. According to a recent data released by the excise department, beer sales in Rajasthan have shot up by 19% in April. The report states that the consumption of hard liquor has declined by 4% across the state.

According to a report by TOI, Rajpal Singh Yadav, executive director, Rajasthan State Beverages Corporation Ltd said a growth of 19% in beer sales can more than offset a small decline in IMFL sales volume. Yadav informed that April has given us a revenue growth of 8%. He added that in 2017, the department had clocked a revenue of Rs 5700 crore from the sale of IMFL and beers.

The increase in consumption of beer across the state can also be attributed to the new pubs and bars have opened in Jaipur recently. Reports inform that trend have been set for light beer as people are growing more and more health conscious. The TOI report informs that beers with less than 5% alcohol content now account for 20% of the total consumption.

Meanwhile, beleaguered Vijay Mallya may be embroiled in controversies but Kingfisher Beer brand, continues to top the most trusted alcoholic beverage brands list. According to the Brand Trust Report 2018, Kingfisher Beer, Black Dog and Budweiser are the top three most trusted alcoholic beverage brands. Royal Stag, Signature, Johnnie Walker ranked number four, five and six, respectively.

Carlsberg, Blenders Pride, Tuborg and Imperial Blue are the other brand which figure in the top 10 list. According to a PTI report, Kingfisher Beer has maintained its leadership position ...and remain the unmitigated leader for the last eight years of the Brand Trust Report, TRA Research CEO N Chandramouli said.

(The above story first appeared on LatestLY on May 30, 2018 05:03 PM IST. For more news and updates on politics, world, sports, entertainment and lifestyle, log on to our website latestly.com).