Liquor sales during the Onam festival in Kerala saw a decline this year, with a total of ₹701 crore in sales over the nine days leading up to Uthradam, compared to ₹715 crore in the same period last year. This 14-crore drop signals a noticeable shift in consumer behavior during one of the state’s most celebrated festivals. However, while the overall sales have decreased, the sales figures on Uthrada day itself saw a slight increase. Liquor worth ₹124 crore was sold on that day, marking a ₹4 crore rise from last year’s ₹120 crore on the same day.
The drop in overall sales during the festival season could be attributed to various factors such as increased awareness around health, stricter government regulations, or even changes in purchasing patterns. However, the increase on Uthrada day suggests that many consumers might still prefer to make last-minute purchases leading up to the festival’s culmination.
Today, Bevco, the state-run liquor distribution agency, observes a holiday. The final sales figures for the Onam season will be determined after taking into account the transactions from tomorrow and the day after. Despite the overall decline, the slight uptick in Uthrada day sales shows that liquor consumption remains a significant aspect of Onam celebrations for many in the state.
