Kerala witnessed record-breaking liquor sales during this year’s Onam festivities, with revenue touching ₹826 crore over the 10-day period leading up to Uthradam. This marked an increase of about ₹50 crore compared to the previous year, showing a growth of over 6%.
The highest single-day sales were recorded on Uthradam eve, traditionally the busiest shopping day of the festival. On that day alone, sales soared to ₹137 crore, up from ₹126 crore the year before.
Several outlets of the Kerala State Beverages Corporation (Bevco) reported extraordinary earnings, with multiple shops crossing the ₹1 crore mark in a single day. The Karunagappally outlet topped the charts with ₹1.46 crore in sales. Other high-performing outlets included Kavanad (₹1.24 crore), Edappal (₹1.11 crore), Chalakudy (₹1.07 crore), Irinjalakuda (₹1.03 crore), and Kundara (₹1 crore).
Officials attribute this surge not only to festive demand but also to greater accessibility, as more retail points and popular brands were made available in time for the celebrations. Bevco, which runs hundreds of retail outlets and warehouses across Kerala, remains a crucial contributor to the state’s overall revenue.
This spike during Onam reflects a broader trend of rising alcohol sales in the state. Between April and early September, overall liquor sales increased by nearly ₹700 crore compared to the same period last year.
While these figures highlight Onam’s role as the peak season for alcohol consumption in Kerala, they also raise questions about the social and health impact of such high levels of festive drinking. For now, however, the numbers underline how central liquor sales have become to both Kerala’s economy and its seasonal celebrations.