Newsmakers

Kerala witnessed a massive surge in liquor sales during the Onam festive season, with residents purchasing alcohol worth approximately ₹770 crore over an eight-day period, highlighting the scale of celebrations across the state.

According to reports, liquor sales through the state's retail network reached around ₹770 crore during the eight days leading up to and including the Onam celebrations. The figures reflect the strong demand for alcoholic beverages during one of Kerala's biggest annual festivals.

Onam Drives Huge Liquor Sales
Onam is celebrated with traditional feasts, cultural programmes, family gatherings and festivities across Kerala. The festival period also typically sees a significant increase in liquor consumption.

The Kerala State Beverages Corporation (BEVCO), which operates the state's liquor retail outlets, recorded substantial sales during the festive period. Thousands of consumers reportedly visited liquor outlets as celebrations gathered pace.

The sales figure of nearly ₹770 crore over just eight days translates into an average daily sale of more than ₹96 crore.

Festive Season Boosts Retail Sales
Liquor sales traditionally rise sharply in Kerala around major festivals and holidays. Onam is particularly significant because the celebrations extend over several days and involve large-scale gatherings.

The latest figures once again underline Kerala's position as one of India's largest markets for alcoholic beverages. The state's government-run retail network remains a major source of revenue for the exchequer through liquor sales and associated taxes.

Onam Celebrations And Changing Spending Patterns
While Onam is primarily a festival rooted in Kerala's cultural traditions, the holiday period also brings increased consumer spending across several sectors, including food, clothing, travel and entertainment.

The ₹770-crore liquor sales figure has nevertheless drawn attention because of the sheer volume of alcohol purchased within such a short period.

With Onam celebrations spread across several days, liquor outlets typically experience heavy footfall ahead of the main festival days, as consumers stock up for gatherings and celebrations.

Kerala's High Liquor Consumption
Kerala has long been known for its high levels of alcohol consumption compared with many other Indian states. Liquor sales also constitute an important source of government revenue.

The latest Onam sales numbers demonstrate how strongly festive occasions can influence liquor purchases in the state, with hundreds of crores spent within just over a week.

The figure, however, represents retail sales value and does not necessarily indicate that the entire amount was consumed during the eight-day period. Some purchases may have been made for consumption after the festival as well.