The Kerala State Beverages Corporation (BEVCO) saw a significant increase in liquor sales during the Christmas week, reaching a record revenue of Rs 332.62 crore. This surge in sales was observed from December 22 to December 25, with a 19% rise compared to the same period last year, reflecting strong festive demand. Notably, on Christmas Eve alone, liquor sales amounted to Rs 114.45 crore, a substantial increase from the previous year’s Rs 98.98 crore.
Data indicates that the rise in sales was not only due to the festive season but also attributed to the enhanced consumer facilities introduced by BEVCO over the past year. The corporation’s efforts included expanding premium retail infrastructure and launching new premium counters to offer a better shopping experience and a wider range of high-end products. The recent opening of premium outlets in key locations like Thrissur and Kozhikode positively impacted overall sales figures by reducing crowding at regular outlets and encouraging higher-value purchases.
Traditionally experiencing heightened sales during festivals like Onam and Christmas, the Kerala State Beverages Corporation achieved one of its highest turnovers during this Christmas week. This surge in liquor sales is expected to significantly benefit the State exchequer, as BEVCO plays a crucial role in contributing to Kerala’s revenue through taxes and duties. With liquor being sold through 325 state-run retail outlets, studies have shown that approximately 10% of Kerala’s population, which amounts to around 3.30 crore people, consume alcohol, including about three lakh women. In the fiscal year 2024–25, Kerala witnessed a rise in liquor sales to Rs 19,730.66 crore from Rs 19,069.27 crore in 2023–24, marking a 3.5% annual growth.
