Liquor goes cheap, cheers!
The new financial year has brought cheer to bacchus lovers. As announced in the new excise policy 2007-2008, the minimum retail price of some popular brands of IMFL and country liquor have fallen by Rs 10 per bottle.
However, there is no change in the price of popular brands in the premium category like Peter Scot, RC, Teacher’s Cream and Black Dog. Low profit margins has prohibited the traders from lowering their prices. But the price of beer is expected to increase by Rs 4 per bottle, if the new rate at which the licencees were today asked to lift consignment of a popular brand is any indication.
Though excise officials maintain that a hike of up to Rs 2 per bottle was acceptable, a popular brand was sold to the licencees at Rs 350 per carton, instead of the previous price of Rs 300 per carton. “No bill has been issued. Due to intense competition we are not increasing the rate,” said a contractor.
New brands of beer are expected to hit the market in the peak season and the excise department has little control in fixing their prices.
The new excise policy is expected to lead to intense competition among liquor traders operating in the periphery and slum areas of the city. This is the outcome of the removal of cap on the location and the grant of new licences in the commercial areas of residential sectors, industrial area and rehabilitation colonies.
More applicants have shown interest in country liquor vends as compared to IMFL vends. “We are expecting a revenue of around Rs 113 crore ”, said an official.
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