Surge of foreign liquor brands challenges local premium labels in Uttar Pradesh

economictimes.indiatimes.com:

Uttar Pradesh's liquor landscape is undergoing a transformation as an influx of foreign brands seeks to attract patrons of alcoholic beverages. The state has witnessed a significant surge in the total number of registered liquor brands, soaring to 3,854 during the fiscal year 2023-23 – marking a considerable increase from the previous year's count of 3,106. This trend is poised to introduce formidable competition for local premium brands, as international liquor labels continue to penetrate the retail sector.

The availability of imported foreign liquor brands such as whisky, vodka, rum, and gin in Uttar Pradesh (UP) has surged from 199 in the previous financial year to an impressive 573. Similarly, non-Indian wine producers are expanding their product portfolios, while foreign beer manufacturers are also enhancing their offerings for beer enthusiasts. The count of imported wine and beer products has climbed from 305 to 445 and 34 to 41, respectively, within a single year.

Officials attribute this improved scenario, characterized by an array of choices for end consumers, to the state's robust and flexible annual excise policy. Senthil C Pandian, the excise commissioner, emphasized the strong support of the state government in creating a conducive environment for businesses. The increased brand registrations have translated into higher revenues for the excise department, with year-over-year revenue rising from Rs 18.12 crore to Rs 20.92 crore.