Pathanamthitta: Kerala is infamous for its alcohol consumption with the state once topping the list in the country. Keralite Bacchus lovers have of late taken a fancy to brandy by gradually sidelining their favourite spirit, rum. After being addicted to rum for decades, the discerning Keralites are opting for the comparatively costlier brandy since the past five years, data on liquor sales suggests.
A decade ago, rum used to sell 10% more than brandy. Now, brandy accounts for 51% of alcohol sales in the state. Rum has skidded to 43%, while vodka stands at 4% and whisky at 2%.
However, there has been a 29% increase in the consumption of whisky is the past four years, while wine has seen a rise of 53%.
The revenue generated by alcohol sales for the government too has gone up at a fast pace. If it was Rs 55.46 crore 35 years ago, in 2018-19, it reached Rs 14,508 crore. Four years ago, the figure stood at Rs 8,277 crore.
According to state excise minister TP Ramakrishnan, liquor sales in 2017-18 had brought in an increased revenue of Rs 671 crore as compared to the previous financial year. In 2016-17, the state received Rs 10,353 crore from booze sales while it was Rs 11,024 crore in 2017-18.
Foreign liquor craze
According to initial indicators, Kerala has welcomed foreign-made foreign liquor with open arms. In beverages shops which started selling the foreign booze from August 2018, sales figures stood at Rs 25.66 crore until March 2019. In the 2019-20 fiscal, Keralites have consumed Rs 5.65 worth of foreign made foreign liquor so far.
It was exactly a year ago the Kerala State Beverages Corporation (KSBC), the monopoly alcohol retailer in the state, opened its doors to imported brands like Glenddich and Johnie Walker.
The imported brands will be available in five measures - 200ml, 500ml, 700 ml, 750ml and 1 litre. Johnie Walker Red Label whisky will be available in 350ml too.
In 2017, the Kerala government had raised the legal drinking age from 21 to 23 years.
The previous UDF government had supported a pro-prohibition move by closing bars and state-run liquor vending outlets to reduce the availability of legal liquor.
However, after the LDF government took over, it eased the norms for opening bars and allowed several closed down places to open business.
This move had drawn flak from Opposition parties and prohibition activists.
The National Family Health Survey 2015-16 had shown that number of women who consume liquor in Kerala has gone up. The average percentage of men who drink in Kerala has come down to 37 per cent from the 45.2 per cent in the previous survey of 2005-06.
Apart from Kerala, Chhattisgarh, Tripura, Punjab, Arunachal Pradesh and Goa report high liquor use, a survey had stated.
