Beer To Become Cheaper?

There's good news for beer-drinkers in the state. The prices of beer may fall drastically in the next few days - a state government decision might possibly spark off a price-war among beer companies in AP.

According to informed sources, the state government has decided to issue government 'orders' to whichever company which tops in sales. This is a bumper offer to propel the companies to effect sales, thereby adding to the excise revenue.

This offer has let loose a buzz of enthusiasm and activity in the companies of popular brands, to ensure more sales of their products.

According to information, UB, SCOL, Charminar and Cubas are among 8 companies which supply beer in the state.

Monthly, on an average, 1.20 crore cases roll out from their godowns, with each case containing 12 bottles.

Former chief minister K Rosaiah, who retains the Excise portfolio, was said to have backed the UB company with more orders. This obviously caused much resentment among the other companies.

Chief Minister N Kiran Kumar Reddy was approached recently, and justice was sought by the other companies.

Kiran Kumar Reddy, in order to not antagonize any section, was said to have made this offer, by which companies would have to sell as many cases as possible within a stipulated period of 45 days.

The Chief Minister's 'offer' has generated much heat among the company bosses, who, in turn, have started to design 'offers' to retailers.

The retailers have been told to give away discounts in order to promote their businesses.

The whole exercise is expected to leave the Excise Department exceed its target 'revenue' fixed by the Kiran Kumar Reddy government, according to sources. (INN)