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In the gloom that surrounds the nation, there is one piece of good news coming out: Nigerians are consuming more beer, helping the brewing industry emerge even stronger in the midst of a most devastating economic year. Recently released data show the brewing industry’s turnover rose by a stunning 25 percent in 2009 compared to last year as Nigerians take to the bottle to drown their economic and social woes. Purchasing power has been collapsing across the board in Nigeria but demand for beer is holding firm, according to leading economist, Bismarck Rewane who follows the industry. He is even more upbeat for the industry’s near and mid term prospects which the economist said remains quite high on account of Nigeria’s low per capita consumption estimated at a mere 9.6 litres compared to 22.1 litres in China, 51.3 litres in Japan, 99 litres in the UK, 115.8 litres in Germany and 156.9 litres in the Czech Republic, the world’s highest. Also listed among the key factors to drive growth in the future is Nigeria’s burgeoning young population. Nigeria has more of than 40 percent of her population below 25 and average population growth is put at 2.3 percent per annum. Those prospects are further brightened by attractive export opportunities to neighbouring countries. “The industry will benefit from pre-election spending and political rallies ahead of the 2011 general election,” Rewane said in a report presented at the last monthly breakfast meeting of the Lagos Business School. The economist, however, said high production cost has put the break on margin which will remain challenged by high cost of inputs, increase in packaging cost as well as the crippling effect of power outage and rising cost of alternative energy sources including gas. In addition, he said the entrance of the South African giant, SAB Miller, will continue to alter the competitive landscape in a significant way. The bright prospects of the brewing industry should make particularly good news because of the industry’s contribution to employment and its annual contribution to government treasury by way of taxes and levies.