Telangana's Breezer Boom Hits a Dry Spell

HYDERABAD: The once-thriving market for ready-to-drink (RTD) liquors in Telangana is in turmoil as supplies plummet to a staggering 7%, leaving retailers grappling with empty shelves. The crisis stems from ongoing payment disputes between manufacturers and the state’s excise department, triggering a severe shortage that has disrupted access to these popular beverages across the state. Retailers and consumers alike are left in the lurch, as the fruity and effervescent options once loved by young adults and women seeking lighter alternatives to traditional alcohol have all but vanished from the market.

In stark contrast to the robust supply of 1.75 lakh cases in December 2025, January saw a catastrophic drop, with just 1,370 cases reaching consumers. This represents a significant contraction in a sector that had burgeoned to an annual consumption nearing 10 lakh cases, fueled by changing lifestyle preferences and an increasing appetite for convenient, flavorful options. Known for their lower alcohol content—typically between 4.8% and 5% ABV—RTD beverages like breezers had quickly found favor among a demographic seeking a refreshing alternative to beer and hard liquor.

The origins of this acute supply crisis can be traced to structural vulnerabilities within the industry, notably the limited number of brands capable of fulfilling demand due to local distilleries lacking the necessary production permits. The situation has been exacerbated by major suppliers ceasing dispatches over outstanding dues, effectively draining the pipeline. Industry experts indicate that the resolution of this crisis hinges significantly on the government’s ability to address these payment issues, which have resurfaced despite previous efforts to settle outstanding amounts.

As the situation unfolds, retail outlets are left uncertain regarding restocking timelines, while consumers anxiously await the revival of the once-bustling RTD market. Sources within the industry remain cautiously optimistic, suggesting that clarity on outstanding dues could signal a return to form for the beleaguered sector. However, for now, the vibrant shelves that once defined Telangana's RTD landscape remain disappointingly bare, prompting a significant rethink among stakeholders navigating this challenging landscape.