Noida, Mar 26: Liquor shops in Noida are offering discounts and promotional deals to clear their stock before the new excise policy in Uttar Pradesh takes effect on April 1, according to excise officials.
The policy introduces an e-lottery system for liquor licenses and allows composite shops to sell both beer and Indian Made Foreign Liquor (IMFL). As a result, many separate beer and IMFL shops will be merged.
To avoid financial losses, vendors are rushing to sell off their inventory before March 31. Some stores are offering buy-one-get-one-free deals, while others are reducing prices. A liquor store in Noida’s Sector 18 is providing a buy-one-get-one-free offer on whiskey, while another in Sector 93 is focusing on beer discounts.
Excise officials said Noida’s liquor stores typically sell about 10,000 beer bottles, 30,000 foreign liquor bottles, and 40,000 country liquor bottles daily, generating ₹3-4 crore in revenue. With the ongoing discounts, a 30-40% rise in sales is expected this week.
Under the new policy, the number of liquor shops in Noida has been reduced from 535 to 501, including 239 composite liquor shops, 234 country liquor shops, 27 model shops, and one bhang shop.
In contrast, no clearance sales or discounts have been reported in Ghaziabad, where 463 liquor shops were allotted through the e-lottery, according to district excise officer Sanjay Singh.
