Premium imported liquor brands from the United Kingdom are set to become cheaper in Uttar Pradesh from October 10, following the implementation of benefits under the India-UK Comprehensive Economic and Trade Agreement (CETA). The revised pricing is expected to reduce the maximum retail price (MRP) of several premium Scotch whisky and other UK-sourced liquor brands by around 5% to 15%, providing some relief to consumers.
The UP Excise Department has finalised revised prices for several Diageo-owned Johnnie Walker variants, while new rates for brands under Pernod Ricard, including Chivas Regal, Ballantine’s, Jameson and Absolut, are being worked out. Officials said the price reduction will apply specifically to products sourced directly from the UK and imported through seaports. Liquor brands that are bottled in India, including Black & White, Justerini & Brooks, and Black Dog Black and Gold, will not be affected by the CETA-linked reduction.
Under CETA, which became effective for the relevant tariff provisions from July 15, customs duty on UK alcoholic beverages was reduced from 150% to 75%. However, customs duty represents only one component of the final retail price, which also includes various taxes, duties and other costs. As a result, the reduction in consumer prices is expected to be limited to about 15%.
The excise department is also preparing measures to prevent confusion and overcharging during the transition. Retailers are facing challenges in sourcing new imported stock, while concerns remain over the sale of existing inventory purchased under the earlier pricing structure. Since excise duty has already been paid on old stock, withdrawing it is not considered feasible. The department plans to require retailers to display awareness boards and posters and encourage consumers to verify the MRP using the QR code printed on bottles.
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The price revision is also prompting domestic liquor manufacturers to seek a review of the existing duty structure. Industry representatives have argued that lower prices for imported brands could intensify competition for Indian manufacturers.
Under the revised pricing, 750-ml Johnnie Walker Red Label is expected to fall from Rs 1,910 to Rs 1,740, Black Label from Rs 3,080 to Rs 2,830, Double Black from Rs 3,770 to Rs 3,370, Gold Label from Rs 5,090 to Rs 4,600, and Blue Label from Rs 15,400 to Rs 14,460 in Uttar Pradesh.
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