Kerala Beverages Corporation Registers Record Liquor Sales During Christmas Week

Thiruvananthapuram, Dec 2025 : The Kerala State Beverages Corporation (BEVCO) recorded a sharp rise in liquor sales during the Christmas week, with revenues touching an all-time high of Rs 332.62 crore, according to official data released on Thursday. The figures reflect strong festive demand and mark one of the highest Christmas-week turnovers in the history of the state-run liquor retailer.

Christmas week sales are calculated over a four-day period from December 22 to December 25. Officials said this year’s performance represented a significant jump compared to previous years, underscoring a sustained increase in consumer spending during the festive season. Data shows that sales rose by nearly 19 per cent compared to the corresponding period last year, highlighting the scale of the surge.

The sharpest spike was recorded on Christmas Eve, traditionally the busiest day for liquor sales in the state. On December 24 alone, BEVCO outlets across Kerala registered sales worth Rs 114.45 crore. This marked a notable increase from the Rs 98.98 crore recorded on Christmas Eve last year, indicating a substantial year-on-year rise in demand.

Officials attributed the increase not only to festive celebrations but also to a series of consumer-friendly measures implemented by BEVCO over the past year. The corporation has significantly upgraded its retail infrastructure, focusing on improving customer experience and offering a wider range of premium products.

As part of this initiative, BEVCO expanded its premium retail network by opening new premium counters and outlets in key locations, including Thrissur and Kozhikode. These outlets are designed to cater to customers seeking higher-end brands in a more comfortable shopping environment. According to officials, the introduction of premium outlets helped reduce congestion at regular retail shops while also encouraging higher-value purchases.

“The improved facilities and better crowd management have had a positive impact on overall sales,” an official said, adding that customers were more willing to spend when provided with a streamlined purchasing experience. The enhanced infrastructure has played a key role in boosting revenues during peak periods such as festivals.

BEVCO has traditionally witnessed a surge in liquor sales during major festivals like Onam and Christmas. However, officials noted that this year’s Christmas week figures stand out as among the highest ever recorded by the corporation during the festive period.

The surge in liquor sales is expected to significantly benefit the Kerala government, as BEVCO is one of the largest contributors to the state’s revenue through excise duties and taxes. Liquor sales form a crucial component of Kerala’s non-tax revenue, supporting various welfare and development initiatives.

Currently, liquor is sold through 325 state-run BEVCO retail outlets across Kerala. Studies indicate that nearly 10 per cent of the state’s population of approximately 3.30 crore consumes alcohol, including an estimated three lakh women.

In the 2024–25 financial year, Kerala’s total liquor sales rose to Rs 19,730.66 crore, compared to Rs 19,069.27 crore in 2023–24, reflecting an annual growth of 3.5 per cent. Officials expect the upward trend to continue, driven by festive demand and ongoing improvements in retail operations.

Team Maverick.