Kerala's Onam festivities have brought about an impressive surge in liquor sales, with the state-run Kerala State Beverages Corporation (BEVCO) reporting record-breaking figures.
During the 12-day Onam period, sales reached a remarkable Rs 818.21 crore, surpassing the previous year’s figure of Rs 809.25 crore.
The festival saw a dramatic increase in liquor consumption, underscoring the central role that alcohol plays in Kerala's Onam celebrations.
The peak of sales occurred on Uthradam, the day preceding Thiruvonam, when BEVCO outlets across the state experienced a significant uptick in activity.
Among the notable developments was the Asramam BEVCO outlet in Kollam district, which achieved top sales of Rs 115.41 lakh on Uthradam day.
This marked a significant shift, as Asramam displaced the traditionally top-ranking Chalakudy outlet in Thrissur district, which had long dominated sales figures.
Chalakudy's outlet fell to third place this year with Rs 104.48 lakh in sales. The Karunagappally outlet, also in Kollam, secured the second position with Rs 115.03 lakh.
"Everyone expected Chalakudy to become the leader in sales but surprisingly, Asramam outlet registered the highest sales," Harshita Attaluri, Managing Director of KSBC said.
She noted, however, that Uthradam day sales this year were lower than last year's, with figures dropping from Rs 715.97 crore in 2023 to Rs 704.06 crore this year.
The liquor shops under KSBC remained closed on Thiruvonam day, prompting a rush to stock up on liquor the day before. This practice led to the surge in Uthradam day sales.
Additionally, two outlets surpassed Rs 90 lakh in daily sales, and eight outlets recorded sales exceeding Rs 80 lakh.
In cumulative sales figures from September 6 to 17, the Tirur outlet in Malappuram district led with over Rs 5.59 crore in sales.
The Karunagappally outlet, which ranked second on Uthradam day, also secured the second spot in cumulative sales with over Rs 5.14 crore.
The Powerhouse Road outlet in Thiruvananthapuram claimed third place with Rs 5.01 crore.
The Onam season has provided a significant revenue boost for KSBC. To accommodate the rising demand, the Corporation’s warehouses were well-stocked.
As the Christmas season approaches, officials said the Corporation would soon begin replenishing their stock to prepare for the next round of festivities.
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