Kerala residents indulged in festive spirits with beer and liquor sales amounting to an impressive Rs 152.06 crore over the two Christmas days, December 24 and 25, according to data from the Kerala State Beverages Corporation (BEVCO), the sole wholesaler of alcoholic beverages in the state. Reports from IANS, as cited by various online platforms, reveal a marked increase in sales compared to the previous year, when Christmas sales totaled Rs 122.14 crore.
Liquor is distributed through 277 retail outlets run by BEVCO and an additional 39 outlets operated by Consumerfed, a state-backed cooperative organization. The breakdown of sales this year shows Rs 97.42 crore spent on Christmas Eve and Rs 54.64 crore on Christmas Day.
Sales Growth Surpasses Previous Years
The surge in holiday sales suggests the current fiscal year will outpace the last one, which recorded total beer and liquor sales of Rs 19,088.68 crore, a significant rise from Rs 18,510.98 crore in the 2022-23 fiscal. With just one quarter left in the current fiscal, all indications point to new records being set.
Tax revenue from alcohol sales continues to be a lifeline for Kerala’s state treasury. The previous fiscal saw alcohol taxes contributing an astounding Rs 16,609.63 crore, a slight increase from Rs 16,189.55 crore collected in 2022-23.
Consumption Patterns in Kerala
An analysis of the consumer base highlights that approximately 32.9 lakh residents out of Kerala’s 3.34 crore population are alcohol consumers. Among these, 29.8 lakh are men, and 3.1 lakh are women. Notably, around five lakh individuals consume liquor daily, with 83,851 of them, including 1,043 women, being classified as alcohol-dependent.
Anticipation Around Liquor Policy
Attention is now focused on the state government, led by Chief Minister Pinarayi Vijayan, as it prepares to unveil its much-awaited liquor policy. The draft policy has already sparked controversy, facing criticism from multiple quarters. Key proposals include the removal of “dry days,” when liquor outlets remain closed, such as on the first day of every month, along with plans to enhance the production of low-cost liquor and wine made from fruits. The policy also emphasizes increasing local liquor production, as currently, 80% of alcohol sold in Kerala is sourced from other states.
As debates continue, Kerala’s alcohol sales and related revenue remain a pivotal component of the state’s economy, underlining the cultural and fiscal significance of this industry during the festive season and beyond.