During this year’s Holi festivities, liquor sales soared beyond previous records, exceeding expectations once again.
The excise department reported a revenue of Rs 17.75 crore during the Holi period, marking a 24 per cent increase compared to the previous year.
Retail sales of beer, foreign liquor, and country liquor amounted to Rs 14.25 crore in 2023, while this time around, revenue increased by Rs 3.5 crore.
Weather conditions contributed to a rise in sales of beer cans, and there was also heightened demand for Indian Made Foreign Liquor (IMFL).
Although shops were closed on the day of the Holi festival, enthusiasts had already stocked up on their preferred drinks on March 23-24.
Similarly, last year’s Holi fell on March 8, and sales from March 6-7 were taken into account by the department.
Rakesh Singh, the district excise officer, noted that lower temperatures last year initially raised concerns about sales, especially as Holi fell towards the end of the month.
Efforts to curb the trade of illicit liquor on the outskirts and neighboring districts, along with strict monitoring of the UP-Haryana border in the National Capital Region, encouraged liquor enthusiasts to patronize retail vendors.
Devesh Jaiswal, spokesperson of the liquor sellers’ welfare association in UP, observed that the younger demographic, particularly those aged 25-50, prioritized festive indulgence over financial concerns.
Bulk purchases, especially of beer cans, were made through credit card payments at retail outlets in various areas such as Gomtinagar, Indiranagar, Sushant Golf City, Hazratganj, Mahanagar, and Aliganj.
