The festive spirit this Diwali brought a strong boost to liquor sales in Noida, with total sales touching ₹30 crore during the three-day celebration period — Dhanteras (October 18), Chhoti Diwali (October 19), and Diwali (October 20). According to data from the district excise department, this marks a 20% rise compared to last year’s ₹25 crore sales during the same festive stretch.
Officials said that liquor sales in Noida have shown a steady upward trend over the past few years, rising from ₹16 crore in 2022 to ₹19 crore in 2023 and ₹25 crore in 2024. This year’s 20% increase shows that demand remains strong, even though the growth rate has slightly moderated compared to the 31% jump recorded last year.
District Excise Officer Subodh Kumar said that the city has witnessed consistent growth in liquor consumption during festivals, driven by social gatherings, family celebrations, and the growing trend of in-home parties.
“Even though the growth rate is a bit slower this year, the overall sales volume is quite high. A 20% rise on top of last year’s 30% increase shows that people are celebrating more at home and in groups,” he said.
Excise data showed that all categories of liquor recorded strong sales this Diwali. Around 3 lakh bulk litres (BL) of country liquor were sold, along with 2.5 lakh BL of beer and 2 lakh BL of Indian-Made Foreign Liquor (IMFL). On regular days, Noida usually records daily liquor sales worth ₹6–7 crore, but during the Diwali weekend, this number almost doubled to around ₹10 crore per day. Between October 1 and 20, total liquor sales in Noida reached nearly ₹150 crore.
Officials added that the increase was supported not just by festive demand but also by better monitoring and stricter compliance. “We have ensured 100% CCTV coverage at all outlets, proper billing, and regulated pricing to prevent overcharging,” said Kumar. The total sales included transactions from 543 retail liquor shops and 156 permanent bar licence holders across the district. The excise department also issued 709 occasional bar licences between October 1 and 20, generating ₹2.3 crore in revenue — up from 560 licences issued during the same period last year.
Authorities said the steady rise in liquor sales also reflects the positive impact of Uttar Pradesh’s new excise policy, which came into effect in April 2025. The new policy introduced revised pricing norms, stocking limits, and simpler bar licensing rules. Under the updated policy, an occasional bar licence now costs ₹33,000 and can be issued for up to three consecutive days for restaurants and event venues.
While the growth rate has slowed slightly, officials said the overall market remains strong, and consumption levels continue to rise every year. With upcoming celebrations like New Year and the winter holiday season, the excise department expects liquor demand to remain robust in the months ahead.
