Liquor sales expected to surge beyond Diwali 2024 in key states
Liquor sales in some states got a festive spark in October, with bottles flying off the shelves amid Durga Puja and the run-up to Diwali, shaking off the blues of a muted July-September.
Companies expect the spirited recovery not to be limited to the festive season, but continue for the rest of this quarter, with the wedding season setting in and Christmas-New Year holidays ahead. “We see demand picking up due to warmer-than-usual weather,” said Ankur Jain, chief executive and founder of B9 Beverages, maker of Bira beer.
“Specifically, premium beer has made inroads into gifting. We expect festive season momentum will continue into November and December.”
In Kolkata, liquor sales of Rs 1,480 crore took place during the Durga Puja week of October 9-13, according to the International Spirits and Wines Association of India (ISWAI), which cited state-wise data released so far. “In comparison, during the non-Puja period, the whole of West Bengal recorded an average monthly sale of Rs 1,400 crore this year,” said Sanjit Padhi, chief executive of ISWAI. The association represents Diageo, Brown Forman, Bacardi and Campari Group, among others.
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