Liquor sales in Kerala reached a new milestone during the Christmas celebrations this year. The Kerala State Beverages Corporation (BEVCO) recorded sales worth ₹332.62 crore in just four days. The sales period covered December 22 to December 25, according to official data.
Sharp Rise in Festive Sales
Officials reported a strong jump in liquor sales compared to last year. The figures show a 19 per cent increase over the same Christmas period in 2024. This rise highlights the growing festive demand across the state.
Christmas Eve Sees Record Turnover
The highest single-day sales came on Christmas Eve. On December 24, liquor sales touched ₹114.45 crore. Last year, sales on the same day stood at ₹98.98 crore. This marked a clear year-on-year increase.
Premium Outlets Drive Growth
BEVCO officials attributed the surge not only to the festive mood but also to improved customer facilities. Over the past year, the corporation expanded its premium retail network. New premium counters now offer a wider range of high-end liquor products.
Recently opened premium outlets in Thrissur and Kozhikode played a key role in boosting sales. These outlets reduced crowding at regular shops and encouraged higher-value purchases.
Major Boost to State Revenue
Liquor sales usually rise during festivals such as Onam and Christmas. However, this year’s Christmas week turnover ranks among the highest ever for BEVCO. The surge is expected to significantly strengthen the state exchequer, as liquor sales generate substantial tax revenue.
Currently, liquor is sold through 325 state-run retail outlets across Kerala. Studies indicate that about 10 per cent of the state’s 3.30 crore population consumes alcohol. This group includes nearly three lakh women.
Annual Sales Continue to Grow
Kerala’s liquor sales have shown steady growth in recent years. In the 2024–25 financial year so far, sales reached ₹19,730.66 crore. This marks an increase from ₹19,069.27 crore in 2023–24. The annual growth rate stands at 3.5 per cent, reflecting consistent demand.
