Discounts Are Back, But Liquor Sales Are Yet To Gather Momentum In Delhi

Deals in liquor fail to attract consumers in Delhi, and liquor shops are wearing a deserted look. Sales have been affected by the twin festivals of Navratri and Ramadan.

The Delhi Government is going all out to woo liquor lovers with up to 25% discounts in stores operated under the liquor L-7Z licensees. The Delhi government has erected giant banners and posters with messages like “Dhamaka Offer” emblazoned, but the consumers are not interested.

When the scheme was announced in February, there were long queues in Wine and beer shops at INA, Sarojini Nagar, Safdurjung Enclave, NSIC, Green Park, Bhikaji Cama Place, and Okhla. However, there are hardly any consumers at present during peak hours.

A staffer at an INA liquor shop said that despite steep discounts on MRP of most reputed liquor brands, the crowd is hardly half of what it was in earlier times. The Navratri and Ramadan festivals are the prime reason for the steep fall in the sale of liquor.

Huge Discounts After Festivals

However, the situation improves after 6. The surging temperatures in North India are also attributed to the fall in liquor sales. The manager at a Sarojini Nagar liquor showroom said that there had been some improvement after discounts had been declared. In February at least 150 people used to come in the evening to these outlets. The figure has come down to almost half in between 60 to 75.

The Universal Wine and Beer Shop at Safdurjung Enclave near Kamal Cinema said it is not promoting on a big scale, but liquor can expect a bonanza after festivities. As summer is coming, it will include ‘buy one get one or ‘one plus two sales’ of beer. But the discount will be given phase-wise, so the crowd is under control as per the workers at The Universal Wine and Beer Shop.