Cricket, beer, bites: Food firms expect 40% sales surge

finals—always drive up demand, both in bars and restaurants as well as home consumption.

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finals—always drive up demand, both in bars and restaurants as well as home consumption. While a lot of restaurants are running offers to pull in crowds, we typically see a significant uptick in retail sales as well, since many people prefer watching from home with friends and family too," Ishwaraj Bhatia, chief operating officer and co-founder of Simba beer told Mint. He added that the company typically observes a 15-25% increase in beer sales during major sporting events.