Liquor stores across Noida are offering discounts and special deals like ‘buy 1 get 1’ to clear out their stock before Uttar Pradesh’s new excise policy takes effect on April 1. The policy shift has led to a major change, with 80% of existing licence holders being replaced through an e-lottery system for liquor licence allocation.
According to excise officials, liquor stores in Noida typically sell around 10,000 beer bottles, 30,000 foreign liquor bottles, and 40,000 country liquor bottles daily, generating ₹3-4 crore in revenue per day. With ongoing discounts, officials anticipate a 30-40% surge in sales this week.
Unlike the past six years, when licences were simply renewed, this year’s introduction of the e-lottery system allows new entrants into the market. Additionally, the state government has introduced “composite shops” that will sell both beer and Indian Made Foreign Liquor (IMFL) together, leading to the merger of many separate beer and IMFL outlets.
Last Friday, liquor buyers in Uttar Pradesh received a boost with the announcement of the New Excise Policy. To clear old stock, foreign liquor was offered at half price, leading to a shopping frenzy. Many customers rushed to nearby stores, with some purchasing entire crates of liquor to stock up before prices changed.
Under the new policy, the total number of liquor shops in Noida has been reduced from 535 to 501. The revised numbers include 239 composite shops, 234 country liquor shops, 27 model shops, and one bhang shop.
Meanwhile, in Lucknow, several model shops have launched aggressive discount campaigns. Large banners and posters outside stores advertise various offers, urging customers to buy liquor at reduced prices before the deadline. Full liquor bottles are available at a ₹150 discount on MRP, while half and quarter bottles are priced ₹80 and ₹30 lower, respectively. Beer prices have also been slashed, with savings ranging between ₹20 and ₹40 per bottle, depending on the brand.