In volume terms, TASMAC sold 30.6 million cases of Indian made foreign sprit (IMFS) 2007-08, which accounts for 83 per cent of the total liquor consumption in the state. Brandy is the largest consumed IMFS product accounting for 52 per cent of the total IMFS sales in the state followed by rum at 32 per cent and whisky at 13 per cent.
Beer's share is at 17 per cent. Soaring demand for beer is creating a demand-supply gap of 200,000 cases every month in Tamil Nadu. With rising temperature, the demand is increasing and many national beer brands are eyeing the Tamil Nadu market to make good the supply shortage.
The Tamil Nadu market, which was till recently dominated by brands like Kingfisher and Kalyani, is now witnessing the entry of brands like Royal Challenge, Foster's and UB Export.
TASMAC is planning to buy 225,000 cases from Asia-Pacific Beverages Pearl from Andhra Pradesh , Skoll Beverages of Bangalore and Vijay Mallya's UB Group.