Kerala's Onam season: liquor sales projected to hit new high, excise dept on alert

Thiruvananthapuram: As Kerala prepares for the Onam festival, the Kerala State Beverages Corporation (Bevco) expects a record surge in liquor sales across its 289 outlets. The corporation sold liquor worth ₹970.74 crore during the previous Onam season, up from ₹842.07 crore the year before. Officials anticipate this year's figures will exceed that benchmark, citing sustained demand across price segments and popular categories.

The trend reflects a broader shift in celebratory practices in the state, where alcohol has become a common feature of festive gatherings, according to observers. While this has boosted revenues for the state-run monopoly, it has also heightened concerns among anti-liquor activists who point to the social and health implications.

Bar owners, meanwhile, expect normal sales during the season, though they too have arranged additional stock. Ajith C. Nair, general secretary of the Federation of Kerala Hotels Association, noted that bar-level business often benefits when Bevco outlets remain shut on holidays. “We may find more customers during holidays when Bevco outlets remain shut,” he said.

Anti-liquor forums have expressed disappointment over the persistent rise in consumption. James Muttickal, former general secretary of the Kerala Madya Nirodhana Samiti, said the trend is not limited to Onam but visible during all festivals. “For years, we have been campaigning against it, but it seems to have had little impact,” he said. He added that anti-alcohol groups have not launched any special campaign this Onam, but they continue to demand the closure of what they describe as the proliferation of liquor outlets across the state.

In response to the seasonal spike, the police and Excise departments have intensified enforcement drives. The Excise department has run a special Onam drive since August 1, focusing on curbing illicit brewing and sales. A.T. Jobby, Assistant Excise Commissioner (Enforcement), Ernakulam, noted that major hooch tragedies in Kerala have historically occurred during the Onam season. “The drive focuses on curbing brewing and sales of illicit liquor especially since all major hooch tragedies in the State have taken place during Onam season,” he said.

Illegal brewing continues in several hilly regions, and the department has strengthened surveillance around toddy parlours, where the risk of adulteration rises during peak sales periods. Officials have also announced stepped-up checks against drunk driving.

The expected rise in liquor sales this Onam underscores the complex relationship between tradition, celebration, and public health. While the state benefits from increased revenue, authorities are balancing that with measures to prevent alcohol-related harm. The coming days will show whether enforcement and awareness efforts can moderate the trend.