Liquor getting sold at 30-40% discount in Delhi, people form long queues

Have you recently spotted long queues outside liquor stores? Well, it's all thanks to the new excise policy that came into place in November last year, which has seen several changes in the liquor policy too. While earlier there used to be liquor shops operating with grills in front, the new policy will make liquor shopping easy with people walking in the shop and buying their tipple. The new policy aims at revolutionising the consumer experience by replacing existing liquor vends in the nooks and corners of the city with posh and stylish liquor stores. As per this new policy, liquor drinkers can enjoy till 3 am in microbreweries and bars in hotels, clubs, and restaurants. This new policy has been made so that the city’s revenue is boosted, which will also keep a check on the liquor mafias. Also, as per the agency reports, it is being cited that the increase in excise duty on liquor will raise the revenue of the government from Indian and foreign liquors by around INR 3000 crore. (Images courtesy: iStock)

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As per the new excise policy, the rates of several liquor brands have become cheaper and as per reports, liquor vendors are selling alcohol at 40 per cent discount rates on MRP. Some of the vendors are also selling alcohol on eye-catching offers like ‘Buy 1 Get 1 Free’ which has never been seen earlier. This competitive pricing has made people form long queues outside liquor stores as it does seems like a once in a lifetime opportunity. Under the new policy, the Delhi government has set a maximum price ceiling for liquor brands and this means liquor vendors can sell the alcohol below this pricing but not above them. Such competitive rates earlier could not be exercised due to the old excise policy. But, now all the companies are competing with each other by lowering the prices of their brands, which are being sold below the MRP.

Here are some of the pointers that the new excise policy of Delhi has laid down.

1. The new liquor vends will have walk-ins and buyers can choose the brand of their choice just like they do in malls,

2. These liquor vends will be set up across 32 zones in the national capital,

3. One retail licensee will have 27 liquor shops per zone,

4. Opening of five super-premium retail vends having an area of 2,500 square feet,

5. L-17 licensees include independent restaurants or gastro-bars that may serve Indian or foreign liquor in areas such as balcony, terrace, lower area of the restaurant,

6. New liquor vends will have to be equipped with CCTV cameras and air-conditioning,

7. Vends or shops cannot sell liquor via grilled shops with people crowding on roads and pavements,

8. L-17 licensees can serve alcohol with the condition that the alcohol serving area is not in the public view.

9. These places can also have events such as live music, professional performances, karaoke, singing and dancing,

10. Provisional licenses have been given to around 350 shops and registration of more than 200 brands has been done with 10 wholesale licensees. Wholesale licensees have procured 9 lakh litres of liquor of various brands so far.