KOCHI: The Christmas season has set yet another competition among the tipplers in the state to surpass the record they had achieved during Onam.The distillers as well as the Beverages Corporation believe that the sale of liquor during the Christmas season would either match the record during the Onam season or surpass it to create yet another record.Generally, the Onam season witnesses the highest liquor sales in the state every year. The Beverages Corporation had sold 21.5 lakh cases of brandy, rum, whisky and vodka during Onam season. But the distillers believe that the sale during this Christmas season would touch 22 lakh cases.The turnover from sales during this Christmas season is expected to touch Rs 525 crore. During the Christmas season in 2010, 19 lakh cases were sold in the state.The favourite drink of Malayali is rum followed by brandy and whisky.Beer is also expected to achieve good sales this time. According to Benziger G Poovathil, a senior member of the Association of Distillers, Brewers and Vintners of India (ADBVI), the consumption during Christmas would be high.“We expect that the sale of liquor would be around 21-22 lakh cases.Though it is during Onam season that we get better turnover, we think that the sale of liquor in December would match that of Onam season,” he said.The Beverages Corporation officials too share similar expectations: “The seasonal sale in December is already high and by the end of the month, it may surpass that of Onam.A sale of 21 lakh cases of liquor is easily achievable, but if it increases on the Christmas day, then it would definitely set another record.”
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