INTRODUCTION Hard drink Hard drinks are the world's oldest and most popular alcoholic beverage.

Some of the earliest known writings refer to the production and distribution of hard drinks. It is pr oduced by the fermentation of sugars derived from starch-based material the most common being malt ed barley; however, wheat, corn, and rice are also widely used, usually in conjunct ion with barley. The starch source is steeped in water. Enzymes in the malt break down the starch molecules, producing a sugary liquid known as worth, which is then flavored with hops, which acts as a natural preservative. Other ingredients such as herbs or fruit may be added. Yeast is then used to cause fermentation, which produces alcohol and other waste products from anaerobic respiration of the yeast as it consumes the sugars. The process of hard drinks production is called brewing. Hard drinks are two types: 1. Pilsner or Lager 2. Draught Lager Hard drinks is the most common bottled Hard drinks found in almost all the retail shops in the country. This Hard drinks is served chilled and is of two types. Mild hard drinks alcohol content of 6.75%. Strong hard drinks alcohol content of 8.75%. Page 1 Draught Hard drinks is served chilled in mugs and is generally available in Pubs only. It can be stored for 72 hours only and does not have any brand name. Mohan Meakins supports Draught Hard drinks. Lager Hard drinks is the most common bottled Hard drinks found in almost all the retail shops in the country. This Hard drink is served chilled and is of two types. Mild hard dr inks alcohol contents of 6.75%, Strong hard drinks alcohol content of 8.75%. Why Hard drink better than Milk There is more protein in hard drinks than in milk. What's more, hard drinks have fewer calories than apple juice, milk or cola and contain neither fat nor cholesterol. These cl aims have been made by the All India Brewer's Association. The apex body representing 42 hard d rinks manufacturers has urged the food processing ministry to delink hard drinks from the status of liquor and whisky, so that it can be advertised and marketed like any other prod uct. They have argued that liquor has an alcoholic content of 42.8% while hard drinks have only up to 7%. Hard drink is battling to get the status of milk. The all India Brewer's Association (AIBA) has argued in a memorandum to the government that a glass of hard drinks contains more prot ein than does the same quantity of milk. Not just that. They have said that the calorie conten t in hard drinks is

lesser than that of a bottle of apple juice, milk or any cola. So do not club ha rd drinks with hard liquor in computing tax, argues the industry. "It has been given the status of a fast moving consumer good (FMCG) that can be traded over the counter at any departmental sto re", says the Vice-President and President of Shaw Wallace. "Hard drinks distribution has to b e made open as in Singapore." The industry's representation for removing hard drinks restrictio ns is straight and simple: Hard drinks is only an agrifood. Arguing that it has neither fat nor cho lesterol, the hard Page 3 drink manufacturers' body has told the government that an average bottle of hard drinks gives four vital minerals and five important constituents of vitamin B and proteins. R aw material for hard drinks is malt, the same as for health drinks Maltova and Horlicks. In thei r representation titled 'Indian Hard drinks Industry - Needs Policy Support'. AIBA has pitched ha rd drinks as a "mild and healthy beverage", conforming to the tenets of "responsible" drinking. "Hard drinks has to be taxed on the basis of alcoholic strength keeping levels on alcohol con tent as bench mark", say many of the top manufacturer's. Duties and tax account for 40% of the hard drinks cost in India while it is of the order of 20% in US, France and Germany. They have said that the cost of one liter of hard drinks taken as percentage of daily income in the high selling states of Andhra, Karnataka and M aharashtra is close to 28%. The comparable figures for US, France and Germany are less than 3% . And if India attains this level of even 15% then the hard drinks should cost around Rs. 30 per liter (Rs. 20 per bottle). "It is a highly capital intensive business. It is not feasi ble for the brewers to sustain the current market pressure", says the top shots. "Brewing companies are increasingly being declared sick", they add. Top 10 Reasons Hard drink is Good for your Health Everyone is looking for a reason to drink hard drinks. Right? It turns out that a lot of people are. So here are 10 great reasons to drink more hard drinks. Not only that, but they' re all true. Hard drinks really are good for your health, so drink up! Hard drinks Reduces Stress Alcohol in general has been shown to reduce stress. This one is obvious, and may be the best reason hard drinks is good for your health. Hard drink is good for the Heart A study was conducted from 1982 - 1996 on the elderly. It was found that those w ho drank at least 1.5 per day had a 20-50 percent less chance of having heart failure. Hard drinks Improves Blood Circulation Hard drinks increase your "good" cholesterol, or HDL (high density lipoprotein) cholesterol. It s

basically a kind of blood fat, so it reduces blood's tendency to clot. Hard drinks is Chock Full o' Fiber Page 3 The fiber comes from the cell walls of the malted barley. A liter of hard drinks can have as much as 60% of your daily recommended fiber. The extra fiber will keep you regular an d can also lower the risk of heart disease. Hard drinks as a Multi-vitamin Hard drinks is a significant source of magnesium, selenium, potassium, phosphoru s, biotin, foliate, vitamin B6 and vitamin B12 Hard drinks can Prevent Strokes A study published in Stroke magazine in 2001 showed that alcohol drinkers have f ewer strokes. Because it thins the blood, it increases the circulation in the brain, thereby p rotecting from silent strokes which are cause by tiny blood clots. Hard drinks keep your Brain Young A large study, published in the December 2001 issue of Alcoholism: Clinical & Ex perimental Research, was conducted on elderly Italian men and women. It showed that moderat e drinkers had a 40% lower risk of mental impairment. Hard drinks is good for your Liver Alcohol expands the small blood vessels in the liver. This speeds up metabolism so it can help clean all the toxins out of the liver. This is from Hard drinks Net Publication, April 2001 Biological Institute. Hard drinks Cures Insomnia Lactoflavin and nicotinic acid, both present in hard drinks, can promote sleep. Also hops are a natural sedative. Page 2 Hard drinks Fends off Gallstones According to Professor Oliver James at the University of Newcastle, hard drinks protects against gallstones and kidney stones. THE LIQUOR INDUSTRY IN INDIA The alcohol industry is very important for the government. It generates an estim ated Rs. 16,000 crore per annum in spite of the fact that the per capita consumption of liquor i n India is the lowest in the world. The total liquor industry is worth Rs. 2,000 crore. IMFL ac counts for only a third of the total liquor consumption in India.