Rajasthan ushered in the New Year with unprecedented revelry that also delivered a massive boost to the state's treasury. Official data reveals that liquor sales during the year-end celebrations shattered all previous records, crossing a staggering Rs 119 crore.
A Toast to Record Revenue
The festive period saw sales of alcohol worth just over Rs 119 crore across the state. This marks a significant increase of nearly Rs 5 crore compared to the previous year's collection of Rs 114 crore. The figures paint a picture of a vibrant festive season with packed bars, bustling restaurants, and a flurry of private parties.
Jaipur stood as the undisputed epicenter of the celebrations. The Pink City had 469 hotel and restaurant bars in full swing. Furthermore, authorities issued licenses to more than 100 additional venues to host private New Year gatherings, indicating widespread private partying.
Strict Enforcement and Shifting Tastes
Excise department teams maintained a vigilant presence throughout the festivities, conducting inspections to ensure only duty-paid liquor was sold within Rajasthan. A senior excise official credited this stricter monitoring for boosting the consumption of legal, duty-paid alcohol.
"Stricter enforcement and monitoring helped boost consumption of duty-paid liquor within the state," the official stated. Data from the Rajasthan State Beverages Corporation Limited for December 30 and 31 shows that more than 25 lakh bulk litres of liquor were consumed in this two-day window.
The Rise of Premium Imports
While consumption of Indian Made Foreign Liquor (IMFL) and beer remained steady compared to last year, one category saw a dramatic spike: imported premium liquor.
Known in the trade as bottled-in-origin (BIO), these high-end spirits imported in their original sealed bottles from abroad witnessed a sharp rise in demand. These premium bottles, typically starting at around Rs 2,000 each, are increasingly becoming the choice for celebrants looking to mark special occasions with luxury. This growing appetite for premium imports emerged as the standout trend of this year's New Year celebrations in Rajasthan.
The record-breaking sales underscore not just the scale of the celebrations but also the successful efforts of the excise department to channel consumption through official, revenue-generating channels. The state exchequer, indeed, had a very happy new beginning.
