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Record-Breaking Sales of Liquor for New Year Celebrations Across the Country

Telangana tops
Karnataka does roaring business
Delhi does ₹400 crore business

Cheers to 2025! Tipplers across the country have given the liquor trade a good enough reason to be cheerful. Liquor sales have hit the roof, just in the two days as revelers rang in the new year. The southern states of Karnataka, Andhra Pradesh, Telangana and Kerala have shown robust sales. According to estimates, Telangana has broken all records with liquor sales of over ₹800 crores on December 30 and 31, eight times the usual daily sales of around ₹100 crores.

The Telangana State Beverages Corporation Ltd (TSBCL) sources have told some media that last year the sales were around ₹700 crores on December 30 and 31 and this year the increase was phenomenal. Telangana registered liquor sales of about ₹402 crores on December 30 and ₹401 crores on New Year’s Eve night as revelers flocked to bars and restaurants; liquor stores and enjoyed at home drinking. There were hundreds of parties that rocked the city of Hyderabad which had the most sales, followed by surrounding districts of Ranga Reddy and Medchal.

Telangana has overtaken its previous record of liquor sales in the month of December. This year the government raked in a revenue of ₹3,523.16 crores, compared to ₹2,764 crores in December 2023. With Sankranti round the corner, excise officials expect the momentum to continue, though not on the same scale as year-end celebrations. The Telangana government has set a target of ₹45,000 crores from excise for 2024-25.

As per media reports, Uttar Pradesh came next in sales, having done a business of nearly ₹600 crores, breaking its previous record.

Karnataka rakes in nearly ₹1,000 crores in end December

Karnataka, more so Bengaluru which is known for its pub and cocktail culture, witnessed its highest single-day liquor sales of ₹409 crores on December 28 as residents and bars stocked spirits. The Karnataka State Beverages Corporation Limited (KSBCL) reportedly sold liquor worth ₹308 crore during New Year celebrations in the state against the target of ₹250 crores. At least 4.83 lakh boxes of Indian-made liquor (IML) were sold generating revenue of ₹250.25 crore. Around 2.92 lakh boxes of beer bottles were sold for ₹ 57.75 crore. In total 7,76,042 lakh boxes of liquor were sold.

December has been an exceptional month as during Christmas too there were good sales. On December 27, ₹408.58 crore liquor sale was registered. Around 6.22 lakhs of IML boxes and 4.04 lakh beer boxes were sold, generating business of ₹327.50 crore and ₹80.58 crore.

Andhra Pradesh sales hit a new high

Tipplers in Andhra Pradesh gulped down liquor worth nearly ₹300 crores on New Year’s Eve, double the amount of liquor sales during the previous year (₹147 crores). To encourage sale of liquor, the Andhra Pradesh government allowed the retail vends to be open until midnight, while bars were permitted to dispense liquor till 1 am.

The port city of Visakhapatnam registered sale of liquor worth ₹11 crore on December 31 alone with around ₹ 8.89 crores sales happening through 145 liquor outlets in Visakhapatnam district; ₹ 1.55 crores from 119 bars; ₹17 lakh sales from 12 star hotels; ₹8 lakh sales from six clubs and ₹ 7.5 lakh from four tourism hotels, according to the Superintendent of Excise, R. Prasad. Visakhapatnam average daily sales is ₹ 5 crores.

Delhi touches ₹400 crore sales

Delhi also saw liquor sales worth ₹400 crore, with hotels, bars and party events consuming the most alcohol, while Noida had sales touching ₹16 crores on December 31 and January 1, 2025, boosted by the extended hours of vending.

Kerala sees more sales during X’mas

In Kerala, it was Christmas season which saw Keralites guzzle more beer and liquor than during New Year’s Eve. On December 24-25, beer and liquor sales in Kerala was about ₹152 crores (₹94.72 on December 24 and ₹54.64 crores on Christmas day) while on New Year’s Eve it was ₹108 crores, nevertheless ₹13 crores more than the previous year.

The Kerala State Beverages Corporation (KSBC), the sole wholesaler of alcoholic drinks in the state, released these figures. It said that the sale of liquor and beer was about ₹19,088.68 crores in 2023-24, up from ₹18,510.98 crores in 2022-23. The profile of liquor consumers in Kerala reveals that around 32.9 lakh people out of the 3.34 crore population in the state consume liquor, which includes 29.8 lakh men and 3.1 lakh women. Around five lakh people consume liquor on a daily basis. Of this, as many as 83,851 people, including 1,043 women, are addicted to alcohol.

Volcan de mi Tierra tequila by Louis Vuitton-Moet Hennessy in India

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Volcan de mi Tierra, the ultra-premium tequila brand by Louis Vuitton-Moët-Hennessy is launching its portfolio in India. Volcan de mi Tierra brings the finest tequila offerings – Blanco, Reposado, Cristalino and the extraordinary Volcan X.A, to Indian consumers.

Rooted in over 300 years of heritage and passion, Volcan de mi Tierra draws on the time-honoured traditions of the Gallardo family, whose roots in the tequila-making process trace back to 1774 at the famed Hacienda La Gavilana in Jalisco, Mexico. In partnership with Moët Hennessy, the Gallardos’ mastery in tequila craftsmanship is combined with Moët Hennessy’s global savoir-faire, resulting in a product that celebrates the art of tequila making, authenticity, and innovation in every sip.

Volcan is associated with NOM 1523, a prestigious distinction in the tequila industry. With over 2,200 tequila brands made from 169 distilleries in Mexico, Volcan stands out as one of only five additive-free single nom distilleries which are 100% additive free in the world highlighting commitment to the highest standards of quality and purity. Driven by a passion to craft the best of what tequila can offer, Volcan de mi Tierra uses the finest 100% Blue Weber Agave. Its all-natural flavour and colour result from Volcan’s expertise in blending and aging. Each bottle is hand painted numbered and sealed reflecting exceptional craftsmanship. Its handcrafted field to bottle.

The Volcan portfolio honours Mexico’s terroir, with each expression showcasing the spirit of Jalisco capturing the essence and energy of the volcano’s raw natural power and allows different tequila profiles to come together in perfect harmony.

Volcan Blanco: A pure expression of 100% Blue Agave, this perfectly balanced tequila offers subtle sweetness and natural flavours of agave with delicate hints of grapefruit, a touch of black pepper spice resulting in a well-balanced finish.

Volcan Reposado: Aged in American and European oak barrels, the dual aging process brings out the intricate complexity and refined finesse of our carefully selected agave, terroir and wood. Soft with a rich mouthful. Balanced and smooth.

Cristalino: Aged and charcoal filtered for clarity. Further finished in Cognac and whisky casks giving it the primary notes of caramel, tabacco, and dark chocolate followed by the secondary notes of vanilla, soft spices and dried fruits.

Volcan X.A: A true masterpiece, this innovative blend of Reposado, Añejo, and Extra-Añejo tequilas is a unique assemblage of ages. Crafted from 100% Blue Agave, without any additives, XA reveals a perfect balance of cooked agave, hint of spices and sweet aromas delivering an unparalleled richness and complexity that sets a new standard in the world of tequila.

“Volcan de mi Tierra brings a distinctive offering with its positioning of being one of the only five Tequila’s worldwide with a single nom and 100% additive-free – it delivers an authentic expression of Mexican terroir and craftsmanship,” says Smriti Sekhsaria, Marketing Director, Moët Hennessy India.

Volcan de mi Tierra is available in Goa, Haryana, Mumbai and Airports and is priced – Volcan Blanco- ₹10,267; Volcan Cristalino – ₹15,967; Volcan Reposado – ₹12,198; and Volcan XA – ₹39,107.

Paul John Indian Single Malt reveals the 7th Edition of its Limited Christmas Edition Series!

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Paul John Indian Single Malt Whisky recently announced the release of the 7th edition of Christmas Edition Series. This exceptional unpeated expression, meticulously crafted from the finest Indian ingredients, continues the brand’s legacy of celebrating the festive spirit with unmatched elegance and flavour.

This limited-edition blend continues the legacy of its predecessors, which have consistently garnered international acclaim for their distinct profiles and complexity. Over the years, the Paul John Christmas Edition Series has earned a loyal following for its bold experimentation with cask finishes and vibrant flavour blends.

Each release is a testament to Paul John’s dedication to pushing boundaries while honouring the essence of Indian single malt whisky. The 7^th edition stands out with its deep golden hue, exotic aromas of mango and pineapple, and flavours of coconut, candied orange, and toasted oak on the palate, leaving a finish rich in fruit tart and salted toffee.

With only 6,600 bottles for domestic and international markets, this latest release continues the brand’s tradition of crafting rare, collectible whiskies that celebrate the spirit of the season. The 7^th edition is designed to rival the world’s finest aged whiskies, earning its place among distinguished shelves.

Since its inception in 2012, Paul John Whisky has established itself as a global icon, earning over 330 prestigious international awards. From being named the World’s 3rd Finest Whisky for Mithuna by Paul John with an impressive 97 points, to the Liquid Gold Award for Paul John Single Cask 161 Whisky, the brand’s accolades speak to its exceptional quality and innovation.

The Christmas Edition Series has become a symbol of Paul John’s ability to blend creativity with tradition, reflecting the vibrant culture of its Goan origins.

Experience the festive charm of Paul John’s 7th Christmas Edition, available now in select global markets. Crafted to be savoured straight or with a splash of water or ice, this limited edition promises to be a cherished gift for whisky connoisseurs and collectors alike.

1st Surat-Bangkok Flight Runs Out of Alcohol Mid-Air as Passengers Quench Their Thirst

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The first direct Air India Express flight from Surat to Bangkok on December 20 ran out of liquor mid-air as the ‘alcohol-starved’ passengers gulped alcohol, reportedly worth Rs. 1.8 lakhs, in no time. The cabin crew seemed helpless answering the request for more liquor and had to make an announcement that they had run out of alcohol. The airline has not made any statement on the same.

The first direct flight between the two cities was a ‘picnic’ of sorts with Gujarati snacks such as thepla and khaman and what-have-you passing hands. Passengers have shared videos of the first flight which shows some of them enjoying the free liquor available on international flights. The videos have gone viral attracting social media attention and reflecting how Gujarat, a state where prohibition exists, is crying for lifting of the ban. According to unverified reports, passengers consumed approximately 15 litres of premium alcoholic beverages, including Chivas Regal, Bacardi, and beer.

Air India Express, the low-cost subsidiary of Air India, a Tata Group company, began operations to Bangkok’s Suvarnabhumi International Airport from December 20th, with nonstop flights from Surat and Pune, utilising Boeing 737Max 8 aircraft, the flying time being four and a half hours from Surat.

The incident reignited the need to review the prohibition policy in Gujarat which in December 2023 had relaxed rules just in the GIFT (Gujarat International Finance Tech) City. The state government partially relaxed its 63-year old liquor prohibition law in an attempt to woo foreign investors and corporates to invest in GIFT city. The state government has allowed alcohol consumption in hotels, restaurants and clubs offering ‘wine and dine services’ in the GIFT City. Such exemption has never been granted in any area of the state in the past.

Prohibition has been in place ever since statehood in 1960, originally in the purview of the Bombay Prohibition Act, 1949, but now under the Gujarat Prohibition Act, 2011, following several amendments. Gujarat has seen a number of deaths due to illicit liquor and in 2009, it claimed 150 lives. In 2022, over 40 people died due to consumption of spurious liquor. The law states that there would be death penalty for those found guilty of making and selling spurious liquor in case there are deaths. The law allows for temporary and long-term drinking permits to foreigners, NRIs and tourists, with outlets and purchase limits specified. A resident can get a permit only on health grounds. At special economic zones, the government allows consumption against three-year permits.

Though there are voices urging the government to lift prohibition in a State which introduced the same as a tribute to Mahatma Gandhi, the State Government is caught in a ‘Gandhian-bind’.

Greater Than’s Juniper Bomb Gin makes a long awaited come-back!

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The makers of Greater Than Gin have announced the return of Juniper Bomb, the gin which was first
launched in 2020 as India’s first ever limited-edition Gin. Juniper Bomb hit shelves in a new “black-
out” avatar on December 10 in Goa and Mumbai.

A Flavor Born from an Unexpected Twist
Juniper Bomb’s origins are as unique as its taste. This limited-edition gin was created by accident
during a blackout at their distillery in Goa. In 2017, when Greater Than had just been launched, the
distillery was hit by a power outage. Not ones to give up, the distillers continued the distillation 24
hours later by which time the Juniper and the other botanicals had steeped into the spirit three
times longer than needed. The outcome? A radically bold and explosive version of Greater Than
Gin—a happy accident that has since become a fan (and distillery) favourite!
The Co-Founder and Master Distiller, Anand Virmani said “In this day and age with innumerable
options on the Gin shelf, the Juniper Bomb stands well apart with its clean, yet explosive Juniper
flavour. We think of it as a Gin with the volume turned up to the max! It may not be a Gin for
beginners, but it’s certainly one for the proper Gin enthusiast.”
Due to its intense flavor profile, it’s best enjoyed “naked,” meaning without any garnish, to allow its
powerful, unapologetic juniper notes to take centre stage. This gin explodes in your mouth—not in
your cup—delivering an unforgettable taste that will leave a massive impression, the makers state.

Tasting Notes:
Electric! Like biting straight into a plump Juniper Berry. Bold and complex at first with a finish of ripe
lychees.

Juniper Bomb is available in Maharashtra (Mumbai/Pune) and Goa and will soon be launched in
Karnataka and beyond. The pricing is Rs. 1,450 in Goa; Rs. 2,400 in Maharashtra and Rs. 2,390 in
Karnataka. Currently, Greater Than is available in 11 states and three union territories in India, as
well as in 16 other countries globally.

Yaksha Whisky now in Karnataka

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Blisswater Industries (House of Blisswater) has made its Yaksha Whisky available in the Karnataka market. Their award-winning whisky will be available in liquor stores across Karnataka. The whisky will be available at liquor retail stores at a price of INR. 2,380 for a 750 ML bottle.

This premium blend – as the company puts it – is more than just a whisky – it’s a carefully curated experience for those who seek richness, depth, and just the right touch of mischievous charm.

Yaksha Whisky offers a fusion of malts from the Highlands of Scotland with the finest Indian Grain Spirits. What truly sets it apart is the infusion of Soma botanicals. The company belives that the whisky has a smooth and balanced palate, malty and fruity on the nose with a trace of a smoky finish.

This blend has earned global accolades recently by the US Spirits Ratings which awarded Yaksha with a Silver for its outstanding flavour profile and impeccable craftsmanship. “We are thrilled to introduce Yaksha Whisky to the discerning palates of Karnataka,” said Varna Bhat, master blender and founder of Blisswater Industries. “Karnataka is an important market for us, and we are confident that our unique blend, inspired by rich Indian heritage, will resonate with enthusiasts here. We have been encouraged by the positive market acceptance over the past 25-30 months in markets such as Goa, Maharashtra, Rajasthan in India as well as in international markets including USA, Japan, Singapore and in Duty-free stores at multiple airports.”

Triveni Engineering launches Two Whisky brands

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Triveni Engineering and Industries Limited has forayed into the Indian Made Foreign Liquor (IMFL) Industry with launch of two whisky brands, The Crafters Stamp Rare Artisan Blended Whisky & Matsya Triple Reserve Blended Whisky. These two brands have been launched in Uttar Pradesh in the Super Premium and Premium whisky segment.

The Crafters Stamp Rare Artisan Blended Whisky emerges as a harmonious blend of scotch malts, aged in bourbon and sherry oak casks, mingling with the richness of mature Indian malts and the finest Indian grain spirits.

This meticulous crafting process results in a whisky that dances on the palate with layers of sweetness and maltiness, accompanied by enchanting notes of floral bouquets, decadent toffee caramel and the warm embrace of oak. Bursting with fresh vibrant summer fruits and hints of deep aromatic vanilla, in every drop, offers a rich flavourful experience.

Matsya Triple Reserve Blended Whisky is a blend that harmonises full-bodied bourbon and sherry cask-aged Scotch malts with the finesse of matured Indian malts and the finest grain spirits, promising unparalleled sensory experiences and making every moment memorable.

Each sip of Matsya Triple Reserve Blended Whisky immerses the palate with a cascade of deep aromatic vanilla, rich sherry and seductively smooth honey. That flows together to create an unforgettable sensory experience.

Globus Spirits unveils Terai India Craft Gin – Litchi & Mulberries

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Globus Spirits launched Terai – Litchi & Mulberries, a new expression that marks the debut of The Bagh Explorations, a series of gins inspired by the fruits grown at Swarup Family farmlands in Jarauda, Uttar Pradesh.

Terai India Craft Gin – Litchi & Mulberries is available in a 750 ml bottle and has been launched in major cities of Uttar Pradesh, Rajasthan & Goa, and is expected to be launched in other major cities in phases with pricing varying across states in accordance with local regulations.

Created from scratch at The India Craft Spirits Co. distillery in Behror, Rajasthan, this gin is believed to be a testament to Terai’s signature ‘grain-to-glass’ philosophy, which blends heritage, craftsmanship, and innovation. The expression captures the essence of ripe litchis and mulberries, harmonized with floral notes of lavender and rose. The nutty richness of almonds and the herbal freshness of tulsi enrich the palate, while angelica and orris root contribute earthy undertones for a smooth, lingering finish.

The gin expression embodies the meticulous care and precision as its predecessor. Distilled in a bespoke Carl copper pot still using the classic one-shot London Dry method, the gin is a tribute to India’s diverse botanical heritage. The distillery is looking to stay true to the craft ensuring a flavour profile that resonates with authenticity and boldness, balancing sweet fruitiness with herbaceous and earthy notes.

Commenting on the launch, Shekhar Swarup, Joint Managing Director, Globus Spirits Limited, said, “With Terai Litchi & Mulberries, we aim to take our journey of exploration and craftsmanship to new heights. This gin not only pays homage to our family’s distilling and agricultural roots but also embraces the vibrant diversity of India’s landscapes and flavours. It’s a perfect harmony of tradition and innovation that speaks to the spirit of modern India.”

spiritsEUROPE launches ‘Objective 2030’

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spiritsEUROPE has launched its ‘Objective 2030’, a detailed roadmap for an EU open trade policy to support competitiveness, resilience and growth for the coming years.

spiritsEUROPE President Ian McLernon said, “Trade and exports have been at the heart of our sector for centuries. Often seen as iconic products and symbols of European culture, EU spirits remain a powerhouse for EU exports, supporting countless jobs in rural communities. However, this success should not be taken for granted. We face significant challenges, from the global economic slowdown impacting consumer purchasing power to growing geopolitical tensions and the increasing weaponisation of trade. To overcome these challenges, we need an open trade policy that fosters competitiveness, resilience, and growth.”

The success of the European spirits sector lies in its ability to balance long-standing traditions and quality passed down through generations with innovation to meet evolving consumer preferences. As a high-value, export-driven sector, the spirit drinks producers showcase how external trade can strengthen EU agri-food production, benefitting both the farmers who supply key ingredients and the rural communities where most production takes place.

The ‘Objective 2030’ roadmap published by spiritsEUROPE at its SUMMIT 2024 calls on the EU to prioritise three key areas. First, the EU must foster a stable and open trade environment for EU spirits by protecting them from unrelated trade disputes, prioritising multilateral solutions, and strengthening public-private cooperation. Second, the EU should deepen regulatory cooperation with third countries to remove and prevent trade barriers. Thirdly, the EU must expand market access and support diversification by concluding ambitious trade agreements with key growth regions, backed by economic diplomacy and promotional activities.

“Delivering significant results on these three calls for action will provide us with more options, greater resilience, and the ability to continue innovating and investing in sustainable practices. This is our vision for an open trade policy agenda that promotes competitiveness, security, and sustainability – one that allows us to keep contributing to the EU agri-food success story, the EU’s trade balance, and rural communities,” concluded Pauline Bastidon, External Trade Director at spiritsEUROPE.

Tilaknagar Industries reports 82% PAT growth in Q2

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Expansion plans in East and North-East markets
TI leverages Samsara brand equity, soon to launch range of luxury products

Leading Indian-Made Foreign Liquor (IMFL) manufacturer, Tilaknagar Industries Limited (TI) has reported a profit after tax excluding exceptional items (PAT) of ₹58.2 crore, implying a growth of 82.4% over the ₹31.9 crore PAT reported in the corresponding quarter last year. The earnings before interest, tax, depreciation and amortisation (EBITDA) at ₹66 crore grew 39% over the ₹47.4 crore EBITDA reported in Q2 of the previous year.

Significantly, the company’s EBITDA margin expanded 422 basis points year-on-year (YoY) to 17.6%. Adjusted for the subsidy income, EBITDA came in at ₹56 crore, at a margin of 15.3%, showing 188 basis points expansion YoY. This growth in profitability was witnessed despite muted growth in net revenue from operations, at 5.8%, to ₹374.9 crore due to a temporary slow-down in growth, caused by policy transition in one of company’s key markets, Andhra Pradesh, which has recently opened liquor retail to private parties in the state.

Amit Dahanukar, Chairman and Managing Director, Tilaknagar Industries said, “With retail going private in Andhra Pradesh mid-October onwards, we expect to continue with our industry-beating growth trajectory, achieved through a combination of doubling down on our market share gains from our brandy portfolio as well as our new product launches across categories.”

The company that has a strong foothold in key markets of South India, as well as certain markets in East India, recently launched Mansion House Gold Barrel Whisky in Assam. With this launch, the company plans to further expand into the East and the North-East markets where whisky enjoys an 80% share of IMFL market in the East and North-East markets.

TI’s flagship brand Mansion House Brandy is India’s highest selling brandy and the eighth-largest selling spirits brand across categories, while its second millionaire brand, Courrier Napoleon Brandy has emerged as the third-fastest growing spirits brand globally. The company plans to creatively invest in advertising and sales promotion to provide a meaningful share of voice to the brandy category in the overall IMFL market.

During the quarter under reference the company become net debt free, nearly six months ahead of its original target date for achieving the net debt-free status. “From a peak debt more than ₹1,100 crore in March 2019, to achieving the net debt free status, we have come a long way. This transformation was achieved through a combination a financial prudence and achieving industry-beating profitable growth,” Dahanukar added.

The company attributes the growth in profitability to superior brand-mix as well as effective cost-optimisation initiatives. With the worst of the inflationary cycle over, the company anticipates further growth in profitability in the upcoming quarters.

Recently, the company moved to increase its investment in Spaceman Spirits Lab Pvt. Ltd. (SSL), maker of Samsara Gin and Sitara Rum, to 20% from the earlier 10%. TI will leverage the Samsara brand equity to showcase a robust luxury portfolio, along with its soon-to-be launched range of luxury products.