Beer has emerged as the preferred tipple for this Uttarayan, with gin and vodka trailing close behind. Liquor shops in Ahmedabad hotels have witnessed a 20 per cent surge in alcohol sales during the kite festival.
Hotel liquor vendors report that permit holders are particularly drawn to craft beers. Visitors from other states and countries also favour beer, gin and vodka for daytime cocktails, driving up demand significantly.
From pints to bombers, beer bottles dominate liquor sales during the festival, with gin and vodka maintaining strong secondary demand, according to hoteliers.
Narendra Somani, President of Hotel and Restaurant Association of Gujarat (HRA-Gujarat), said, “There would be a 20 per cent hike in liquor sales this Uttarayan. Beer, gin and vodka are selling more than other liquor during the festivities this time.”
“Usually, people prefer to utilise their units (number of bottles) during festivities; therefore, a notable hike in the sales figures. Moreover, there are other state and NRI visitors in the city, which adds to the 20 per cent hike in the sales figures,” he added.
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A city-based permit holder told Mirror, “I have already stocked pint beer for the long weekend Uttarayan festivities. While I have guests from other states who will be getting their own liquor, allowed as per the law, I too will enjoy my drinks on the terrace while flying kites.”
Industry experts attribute the popularity of beer, gin and vodka to their suitability for daytime consumption and cocktail preparation. Sources say that beer’s rising demand also stems from its popularity at farmhouse poolside gatherings and after-parties.
Nagendra Singh Rathore, general manager of Fortune Inn Haveli Hotel in Gandhinagar, said, “We too have seen a notable jump in the sales of liquor at our liquor shop amidst Uttarayan festival. It is higher than on normal days.”
“We are seeing sales of all kinds of alcoholic drinks, including beer, gin and vodka along with scotch whisky and rum,” he added.