Noida's Pre-Holi Liquor Sales Soar by 22%, Country-Made Liquor Dominates Market
Noida experienced a significant spike in alcohol consumption in the days leading up to the Holi festival, with liquor sales surging by an impressive 22% compared to the previous year. The three-day period from March 1 to March 3 saw a flurry of activity at liquor outlets across the city, as residents stocked up for festive celebrations.
Country-Made Liquor Tops Sales Charts
Country-made liquor emerged as the clear favorite among consumers, with nearly 3 lakh bulk litres sold during this period. Beer followed closely behind with 2.7 lakh bulk litres, while Indian Made Foreign Liquor (IMFL) accounted for 1.9 lakh bulk litres. This distribution highlights the diverse preferences of Noida's drinking population during the festive season.
Record-Breaking Revenue Figures
The total sales volume reached a staggering 7.7 lakh litres, translating to revenue of Rs 32 crore over the three days. March 3 alone witnessed peak sales of Rs 13 crore, marking it as the busiest day for liquor vendors. This represents a substantial increase from Noida's typical daily liquor sales, which usually range between Rs 4-5 crore.
"The festival season always brings an increase in alcohol sales, and this time the demand was significantly high," stated district excise officer Subodh Kumar. "Compared to last year's Holi, when liquor sales were around Rs 27 crore in the three days preceding Holi on March 13, this year saw a jump in overall sales by 22.2%."
Historical Context and Bhang Sales
In 2024, liquor worth Rs 23 crore was sold in the NCR city ahead of Holi, making this year's figures particularly noteworthy. Bhang sales also saw a modest increase, with a single licensed shop reporting sales of Rs 2 lakh, up from Rs 1.8 lakh last year. This uptick reflects residents' interest in traditional Holi beverages and delicacies, despite liquor shops being closed across Uttar Pradesh on Holi itself due to dry day regulations.
Regulatory Measures and Enforcement
The excise department implemented several measures to manage the increased demand. Approximately 150 occasional party licenses were issued between March 1 and 3 for pre-Holi gatherings. Hotels, banquet halls, and clubs were required to obtain permits to serve or allow alcohol consumption at events hosted on their premises.
Senior officials emphasized that the excise department took multiple steps to monitor sales during this peak season. Enforcement drives included inspections at licensed liquor outlets and canteens across the district. Teams checked for regulated pricing, POS transactions at beer shops, and proper CCTV monitoring. Secret test purchases were conducted to verify compliance with pricing and regulatory rules.
Current Liquor Retail Landscape
Noida currently boasts 501 liquor shops, comprising:
- 234 country-made liquor shops
- 239 composite shops
- 27 model shops
- 1 bhaang shop
This infrastructure supports the city's substantial alcohol market, which sees heightened activity during festive periods like Holi. The combination of regulatory oversight and consumer demand creates a dynamic environment for liquor sales in the region.
