In the two weeks preceding Diwali, the Delhi government’s excise department has achieved a remarkable feat, clocking liquor sales exceeding Rs 526 crore. This figure represents a staggering 44% surge in comparison to the same timeframe last year, with nearly 3 crore bottles being sold. The surge in sales is attributed to the trust placed by consumers in the quality of liquor available in Delhi and the increased number of liquor outlets in the city.
Breaking previous records, the excise department, operating through a network of 630 shops, witnessed robust sales from October 25, marking a significant uptick compared to the corresponding period in the preceding year. Analysts note that the spike in liquor sales leading up to Diwali typically commences post-Dussehra and reaches its zenith a few days before the festival. Diwali itself is observed as a dry day, with liquor shops remaining closed.
During the three days leading up to Diwali, consumers purchased over 64 lakh liquor bottles, amounting to approximately Rs 121 crore. In 2022, 48 lakh bottles were sold, generating around Rs 100 crore in revenue during the same three-day period. The eve of Diwali witnessed a substantial surge in sales, with 28 lakh liquor bottles amounting to Rs 54 crore being sold, as opposed to 20 lakh bottles on the corresponding day in 2022.
The extensive range of liquor variants, including hard spirits like whisky, rum, vodka, and gin, as well as lighter options such as beer, wine, and other alcoholic beverages in various sizes, contributed to the remarkable sales figures. A senior official from the excise department cited multiple factors behind this surge, including the increased number of liquor stores in Delhi, growing from 460
shops in 2022 to 630 at present, with 50 being premium establishments. Additionally, the official noted that consumers exhibit greater trust in the quality of liquor available in Delhi compared to other states.