Tipplers help TN double its target of Rs 175 cr

Tipplers help TN double its target of Rs 175 cr
Tipplers help TN double its target of Rs 175 cr

Chennai: Tamilnadu State Marketing Corporation (TASMAC) Ltd recorded sales of Rs 372 crore on the eve of Deepavali, an increase in sales of Rs 68 crore, compared to last year. According to a senior official with TASMAC, the increase in sales is attributed to the introduction of new brands before Deepavali.

"We had set a target of Rs 175 crore but sales nearly doubled during Deepavali," said the official. In Tamilnadu there are a total of 6,803 outlets. The official said on an average, the sale of liquor was between Rs. 70-80 crore on weekends and on government holidays it goes up to Rs 90-100 crore.

This year alone, sales between 8-10 November was Rs. 372 crore. "On 8 November, it was Rs. 113 crore, 9 November, Rs. 108 crore and 10 November, Rs. 151 crore," he said. He also said brandy seemed to be the preferred drink among tipplers and added that beer sales had decreased by 10 per cent. "The sale of beer had decreased due to rain whereas hard liquor sales had increased compared to last year," said the official.

TASMAC also expected the sale of alcohol to reach a new high during Christmas and New Year. 'Christmas and New Year are the maximum revenue grossing days in a year for TASMAC. This year we expect increased sales during these days,' said the official.

On the eve of Deepavali, liquor flowed freely in Coimbatore as it topped the charts in sales with Rs 88 crore. Madurai was a close second with sales of Rs 81 crore, followed by Chennai, with Rs 65 crore. Last year, Tiruchi held the pole position. Officials said the dip in sales was because many people return to their native places during the festival.

TASMAC is the second highest revenue earner for the Tamilnadu government after commercial tax. Ahead of the festive season, TASMAC introduced new beers such Carlsberg Elephant, Budweiser and other hard liquor.

Elite outlets already sell Johnnie Walker, Chivas Regal, Absolut Vodka, Glenfiddich, Remy Martin, Hennessy and tequila. The introduction of new brands is expected to increase the sales over the next fiscal.

Tipplers help TN double its target of Rs 175 cr