Andhra Pradesh has welcomed a wave of premium international whisky brands, including offerings from Diageo, with the implementation of a new liquor policy effective October 16. This policy marks the end of a restrictive era, as brands from renowned manufacturers such as Pernod Ricard and William Grant and Sons, previously absent from the market between 2019 and 2024, now make their debut.
An official explained that the new liquor model allows liquor brands to initially supply up to 10,000 cases, paving the way for a market-driven approach that will leverage market dynamics.
“Sales over the next three months will dictate future supply, with brands permitted to sell up to 150 per cent of their initial allocation based on performance,” an official stated, emphasizing the policy’s flexibility.
The previous YSRCP government’s tenure was marred by criticisms over the limited availability of popular liquor brands and escalating prices. Excise Minister Kollu Ravindra lamented that consumers were “deprived” of choices, often forced to settle for less desirable options. The new policy seeks to address these concerns, ensuring a diverse range of quality brands is accessible statewide.
In preparation for the upcoming 2024 assembly elections, Naidu, while in opposition, had decried the high prices and subpar quality of liquor under the former regime. The current initiative aims to remedy these issues, with reports indicating that consumers can now purchase 180 ml bottles for as low as Rs 99. But the shops are reportedly collecting around Rs 120 to Rs 130 against the State government policy.
“Quality liquor” will be available in all liquor shops across the state. Premium brands will be accessible to consumers like never before,” assured the official, signaling a promising new era for Andhra Pradesh’s liquor market.