There was a 30 per cent increase in liquor sales in July, the first month of the new excise year. Total sales have crossed 43 lakh cases so far. Trade circles attribute the increase to strict enforcement of the Maximum Retail Price, but it also shows a dangerous trend of increased alcohol intake due to the relatively cheaper price.
“Normally, there is 12-15 per cent growth in sales every year. The average sale last year was 35 lakh cases a month, whereas this July, sales will touch 45 lakh by Tuesday,” a senior excise official said. The sales have registered high growth despite 650 shops (10 per cent of total shops) remaining unsold in the city and other places. “The consumption indeed went up as the consumers are going to the next available shop in their area. This is a windfall for existing retailers,” the official said.