Residents of Noida ushered in the New Year 2026 with unprecedented enthusiasm, at least as measured by their spending on alcohol. Official data from the excise department reveals that the city consumed liquor worth a staggering Rs 17 crore on December 31, 2025. This figure represents the highest New Year's Eve collection in the past three years, underscoring a major festive spending spike.
A Steady Climb in Festive Spirits
The record-breaking revenue marks a significant 22% increase over the Rs 14 crore generated on New Year's Eve 2024. Compared to the Rs 11 crore clocked on December 31, 2023, the growth is even more pronounced. This upward trend was mirrored in the volume of liquor consumed. Approximately 4 lakh litres were downed on the last day of 2025, a notable rise from 3.4 lakh litres in 2024 and nearly 3 lakh litres in 2023.
The breakdown of consumption categories reveals interesting shifts in preference. Country liquor maintained its dominant position across all three years. In 2025, about 1.7 lakh litres were sold, up from 1.4 lakh litres in 2024 and 1.2 lakh litres in 2023.
Beer and IMFL: Contrasting Trends
However, the standout performer was beer, which recorded one of the steepest year-on-year jumps. Consumption on December 31, 2025, reached around 1.2 lakh litres. This is a sharp rise from 82,000 litres sold in 2024 and 75,000 litres in 2023.
Sales of India-Made Foreign Liquor (IMFL) presented a slightly different picture. This year, IMFL sales stood at 1.1 lakh litres. While this was somewhat lower than the 1.2 lakh litres consumed in 2024, it remained significantly higher than the 98,000 litres recorded on December 31, 2023.
Extended Festive Cheer and Policy Impact
The festive spending spree was not confined to a single night. The momentum began earlier during the Christmas celebrations. On December 25, 2025, liquor sales in Noida touched Rs 14 crore, marginally higher than the Rs 13.7 crore in 2024 and well above the Rs 11.8 crore from 2023.
Excise officials credited part of this buoyancy to a supportive state government policy. The Uttar Pradesh government's decision to extend liquor shop operations by an extra hour on key dates—December 24, 25, 30, and 31—directly facilitated higher sales by providing more convenience to revellers.
The demand remained robust even after the midnight countdown. On January 1, 2026, sales generated Rs 12 crore, indicating that the celebratory mood and consumption sustained through the holiday period.
A Lucrative Peak in the Annual Calendar
District Excise Officer Subodh Kumar highlighted how these festive numbers starkly contrast with regular days. On typical days, liquor sales in Noida fluctuate between Rs 4 crore and Rs 5 crore. "Seasonal factors, such as weddings and festivals, often push up sales, but New Year's Eve continues to be the single most lucrative occasion for the excise department every year," Kumar stated.
The year-end surge provided a substantial boost to the monthly revenue collection. In December 2025 alone, total liquor sales in the city stood at Rs 224.5 crore, cementing its position as one of the highest revenue-generating months for the excise department throughout the entire year. This data paints a clear picture of Noida's growing consumption patterns during major celebrations and their critical role in contributing to state excise revenues.
