Highs & lows! What’s behind zigzag pattern of liquor sales

NEW DELHI: Years of suspense and uncertainty over the status of a new liquor policy, which Delhi has been waiting for since late 2022, have resulted in a volatile pattern of liquor consumption.According to the latest Delhi excise department data, from 2.3 crore cases in 2021-22, overall liquor sales in the city shot up to 2.7 crore cases in 2022-23, fell to 2.2 crore cases in 2023-24, before rising again to 2.3 crore in 2024-25 – indicating an unsettled market grappling with policy paralysis.Sales of Indian beers reflect the same zigzag pattern: it increased from 92.5 lakh cases in 2021-22 to a peak of 1.2 crore cases in 2022-23, declined to 77 lakh cases in 2023-24 before further falling to 70.2 lakh cases in 2024-25.

Experts attribute multiple factors behind the fall in beer sales by 43% between 2022-23 and 202425, including vends trying to push relatively unknown brands to customers.

However, the number of IMFL (Indian made foreign liquor) vends in the city increased from 673 to 714 between 2021-22 and 2024-25, while registered liquor brands rose from 1,470 to 1,579 over the period.The city’s liquor business is currently regulated by the old excise policy of 2020-21, which has been extended five times since 2022 because the next policy, under preparation for over three years, has not yet been finalised.

In June 2025, govt extended the old policy till March 2026, marking one of the longest such extensions since the ‘new regime’ of 2021-22 was scrapped in Sept 2022 following allegations of irregularities.Vinod Giri, director general of Brewers Association of India, said: “The shortened version of the old excise policy was meant to be an interim measure until a proper one was announced. But it has repeatedly been extended, creating uncertainty in the market, which directly affects the business environment.”Consequently, related decisions and fresh investments in the sector are on hold. As a result, a chunk of Delhi’s alcobev sales is being diverted to the NCR cities like Gurgaon and Noida, which offer more brand options and a more premium buying experience, Giri said, adding that Delhi govt needs to come out with a stable excise policy to ensure the availability of quality products, restore the industry’s confidence, retain business and protect its own revenues.Govt has said a high-level committee has finalised a draft policy following consultations. It will be formally released once a meeting is held before being taken forward for approval. The new policy is likely to continue with only govt-run liquor outlets, but larger and better-stocked ones.Delhi earned an excise revenue of Rs 7,431 crore in 202324. It grew to Rs 8,255 crore the next financial year. The revenue figures for the previous years were not available.