Kerala liquor sales surge ahead of Onam festival season

The Kerala State Beverages Corporation is preparing for another record-breaking Onam, stocking its 289 outlets across the state in anticipation of surging demand that officials say now defines festival spending patterns.

Bevco sold liquor worth ₹970.74 crore during last year's Onam season, up from ₹842.07 crore the previous year, and expects the figures to climb even higher this time across all price sectors and common categories. The state-run monopoly has been building inventory well ahead of the festival peak.

Bars bank on holiday rush

Bar owners are maintaining normal stock levels but keeping extra inventory ready to capture spillover customers when government outlets close during holidays. "We may find more customers during holidays when Bevco outlets remain shut," said Ajith C. Nair, general secretary of the Federation of Kerala Hotels Association.

Anti-liquor activists see little change

Campaigners against alcohol consumption remain troubled by what they describe as society's growing dependence on liquor during festivals. "Not only during Onam, but during all festivals we have been seeing a hike in liquor consumption. For years, we have been campaigning against it, but it seems to have had little impact," said James Muttickal, former general secretary of the Kerala Madya Nirodhana Samiti.

Anti-alcohol forums in Kerala have not launched any special campaign this Onam but continue to demand the closure of liquor outlets that have proliferated across the state.

Enforcement drive targets illicit brewing

Police and Excise departments have intensified operations against drug trafficking, illicit liquor, and drunk driving ahead of the festival. The Excise department began a special Onam drive on August 1, focussing on curbing the brewing and sale of illegal liquor, since all major hooch tragedies in the state have occurred during the Onam season.

"Illegal brewing still prevails in several hilly regions in the State," said A.T. Jobby, Assistant Excise Commissioner (Enforcement), Ernakulam. The department has also strengthened surveillance around toddy parlours amid concerns about adulteration of the natural drink during the peak sales period.

Source: The Hindu