During this year’s Holi festivities, liquor sales in Uttar Pradesh once again surpassed previous benchmarks. The excise department reaped a remarkable revenue of INR 17.75 crore, marking a significant 24% increase from the previous year. Compared to the INR 14.25 crore generated in 2023 from retail sales of beer, foreign liquor, and country liquor, this season saw a notable uptick, with an additional INR 3.5 crore in revenue.
Weather conditions resulted in an increased sale of beer cans, with a corresponding rise in demand for Indian Made Foreign Liquor (IMFL). Despite shops being closed on the day of festivities, known as a dry day, the excise department evaluates the demand and supply scenario two days prior.
Shops were closed on March 25, but by that time, enthusiasts had already stocked up on their favorite drinks on March 23-24. Similarly, last year, Holi was celebrated on March 8, and the department took into account the sales figures from March 6-7.
Continue Exploring: Uttarakhand introduces new excise policy: Allows bottling of foreign liquor, targets INR 4,440 Crore revenue in FY 2024-25
Rakesh Singh, the District Excise Officer, mentioned that last year the temperatures were not as high. “Initially, we were concerned and anticipated lower sales since Holi fell towards the end of the month,” Singh commented.
Another factor contributing to the influx of liquor patrons at retail vends was the vigilant monitoring of illicit liquor trade on the outskirts and neighboring districts, as well as continuous surveillance of the UP-Haryana border in the national capital region.
Devesh Jaiswal, spokesperson for the Liquor Sellers’ Welfare Association in UP, commented, “I believe the youth are more inclined towards enjoying the festivities rather than being concerned about financial difficulties. A majority of the bulk buyers who purchased large quantities of beer cans from retailers in Gomtinagar, Indiranagar, Sushant Golf City, Hazratganj, Mahanagar, and Aliganj were in the 25-50 age bracket and made their payments using credit cards.”
Continue Exploring: Haryana takes bold step as first state to prohibit plastic bottles for locally produced liquor
