Chandigarh, Oct. 13 -- After a decade-long run of growth, beer sales in Punjab are witnessing a sharp and sustained decline, with fresh data revealing a 25% year-on-year drop.

The shift comes as the state's youth increasingly gravitate toward Imported Foreign Liquor (IFL), marking a striking change in drinking preferences and retail trends, clubbed with the frequent rains in Punjab, which dropped the temperature in summer.

What was once a dominant beverage of choice - especially among young, urban consumers - beer is now losing ground to premium imported spirits like scotch, vodka and gin.

According to figures from the Punjab excise department, the sale of IFL has more than doubled over the past two years, even as beer consumption slip...