The Tamil Nadu State Marketing Corporation (Tasmac) has unveiled a new brandy named “Veeran” (Hero).
Produced, blended, and packaged at the Poonamallee plant by Enrica Enterprises, Veeran is classified within the “ordinary range” segment, catering to cost-conscious consumers.
Authorities indicate that several additional liquor options within the affordable range are set to be introduced to the market shortly.
“Twelve brands including four beer varieties have been approved by Tasmac board and they will hit the shops post elections. The approval for Veeran came much before the model code of conduct,” said Tasmac official.
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Since the price increase in 2022, budget-friendly options have constituted approximately 50% of the liquor corporation’s total sales. Tasmac has raised the maximum retail price (MRP) twice within the past two years.
The latest hike, implemented on February 1st, saw increases in the prices of both ordinary and medium-range liquors. For 180ml bottles, the cost of ordinary range and medium range increased by 10, while for 375ml bottles, the increase was 20, and for 750ml bottles, it was 40. Premium liquor varieties also became pricier by 20, 40, and 80 respectively for the same bottle sizes. Currently, Tasmac offers 43 varieties of ordinary range liquor, 49 medium-range liquors, and 128 premium range liquors, along with 35 types of beer and 13 varieties of wine.
Retail shop employees at Tasmac have noted an increase in customers opting for ordinary range liquors, attributing this shift to the comparatively higher prices of medium-range options.
“Daily wage labours who drank medium range have shifted to ordinary range now,” said a worker .
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