Alcohol produced in the state of Uttar Pradesh (UP) has gained remarkable popularity not only within the country but also in the international market. During the fiscal year 2022-23, the demand for bottled liquor exported from UP to foreign destinations witnessed a significant growth.
According to provisional figures released by the excise department, between April 1, 2022, and December 31, 2022, there was a notable 23% increase in the demand for UP-based liquor brands compared to the previous fiscal year.
In the 2021-22 fiscal year, a total of 7.74 lakh cases of alcoholic beverages were sold abroad. However, within the first nine months of the FY 2022-23, UP has already exported 9.48 lakh cases. The sales volume for the final quarter (January to March 2023) is yet to be compiled, but it is expected to contribute to even higher figures.
Among the numerous India-made foreign liquor (IMFL) companies in UP, it is only Mohan Meakin and Radico Khaitan that have successfully created demand for their brands internationally. Officials revealed that the dark rum produced by Mohan Meakin in Ghaziabad continues to be a popular choice in international markets.
“In recent times, there has been an increased demand for Indian single malt and craft gin. These premium products are produced in Rampur by Radico Khaitan,” stated a senior officer from the department.
These two companies have experienced consistent growth in their international business over the past six years, except for the temporary slowdown caused by the pandemic. Currently, they cater to 38 countries. Additionally, it is worth noting that both companies have operations in other states as well, which could potentially lead to the export of more brands.
While the popular dark rum and premium products find demand in developed countries like the US, UK, Canada, Australia, Germany, Finland, Switzerland, Norway, New Zealand, Russia, Japan, South Korea, Singapore, Hong Kong, Qatar, and Oman, even least developed countries according to the United Nations Conference on Trade and Development, such as Congo, Liberia, Zambia, Djibouti in Africa, and Haiti in the Caribbean, procure affordable and budget-friendly IMFL brands from UP.
Excise commissioner Senthil C Pandian announced that handholding sessions would be organized in the coming months to support other liquor manufacturers and improve their business prospects. “We aim to raise awareness about the procedures involved in exporting liquor products. We have observed that premium, mid-range, and affordable products are being sold internationally, but it is important to maintain the quality required in various international markets,” said Pandian.