Beer lovers in Lucknow are celebrating International Beer Day with offers, freebies, games, and more. Pubs, bars, lounges, and microbreweries are offering discounts, blind beer tasting sessions, and unlimited beer for a set time period. The beer culture in Lucknow has grown due to the availability of good quality brands, hygienic places, and the emergence of microbreweries. Beer consumption in Lucknow is high, with it accounting for 60-70% of total sales in some establishments.