Archives for posts with tag: Lifestyle
Concept of Social Drinking in India

Concept of Social Drinking in India

Globalization is now slowly bringing the idea of social drinking to India. Many parts of India still have orthodox thinking. The perspective towards the people who drink is like being drunkards rather than drinkers. This means that the aim among most of the people is to get as drunk as possible. This perspective of drinking alcohol is changing slowly as the awareness about alcohol is increasing between educated people and with the corporate culture of multinational companies.

In big developed cities like Bangalore, Mumbai, Pune and so on, drinking socially just to de-stress themselves is becoming a popular habit, especially among the people working in public sectors, IT firms and BPO’s etc.

Liquor in India is fairly easy available and most of the brands are also brewed locally. In order to make it cheap and to increase the sales volume, quality is put on stake by adding adulterated products, glycerin and so on.

Generally the attitude towards drinking alcohol in India varies in different parts of the country. At some point it feels like it depends on the amount of money one has. For those who have too much, drinking is just a part of civilized lifestyle. For those who have little, drinking often becomes a way to escape from tension and to forget what bad has happened and so on. 

Now with an increase in the earnings of people, it’s making social drinking more popular in India. The spending power has been gradually increasing and also the corporate landscape has been changing lately. With more and more famous foreign brands available in India, the registered growth in the same had resulted in double digits. The perception about drinking alcohol needs a huge shift.

I hope St. ERHARD will act like a catalyst in making this huge change in the mindsets of the people.

Aline Bruckner at St. ERHARD GmbH in Bamberg

Aline Bruckner at St. ERHARD GmbH in Bamberg

My name is Aline Bruckner and today, on my first day at St. ERHARD GmbH, I want to start with this blog post introducing myself. I was born in Bamberg and have been living here for most of my life. After finishing my bachelor’s degree in Furtwangen which is in the Black Forest. Last year I moved back to Bamberg to pursue my further studies.

Due to my Franconian background, I grew up with this strong beer culture that Bamberg and its surroundings has to offer. I first got to try the taste of beer in my early childhood, as it is such a big part of our everday life here. When I got older I soon discovered to enjoy the occasional beer along with meals or just for rejuvenational purposes.

Beer is not just an alcoholic beverage, but also a pivotal part of our society and lifestyle. When I heard about St. ERHARD beer, it quickly caught my interest and I was able to connect with this brand and its mission to internationally spread Franconian beer culture.

So as of today, I am starting my internship at St. ERHARD which I am really excited about. I hope to be able to transmit a German view concerning the beer culture and of course particularly about St. ERHARD beer. Therefore, I will keep being in contact with you through my blog posts in addition to Rahul’s posts which are already there on the blog. I will also be writing in German and will focus more on the local perspective with Rahul focusing on global aspects.

So feel free to ask and comment below in case of further queries. I will be looking forward to hearing from you!

Beer In India

Beer: For India, by India, to India