Desi liquor brands with foreign names flood poll-bound Punjab

CHANDIGARH: In Scotch-guzzling Punjab, lesser-known desi liquor brands with foreign names have flooded the market ahead of the April 20 Lok Sabha elections.

Dollar Rum and Cash Whisky are doing spirited business, but no less popular are brands like Khasa Mota Santra, Binnes (sic) Raspberry and First Choice. In fact, all of these have emerged as top-selling alcohol brands in the state this month.

Sales up, EC frets

While the state excise department may be raising a toast to a sudden spike in its revenue, the Election Commission (EC) is taking a dim view of the issue. "We're concerned with Punjab's history of liquor distribution to lure voters. The EC has set up 117 flying squads for assembly constituencies," said Punjab chief electoral officer K Singh.

According to Punjab's excise and taxation commission, Dollar Rum, manufactured by Chandigarh Distillers and Bottlers, saw a sudden rise in its sale in a month: From 52,027 cases in February to 67,707 in March, with 10-odd days still remaining in the month. Similarly, the sale of Cash Whisky jumped from 38,170 cases in February to 41,320 this month. For the uninitiated, a case comprises 12 bottles of 750 ml each.

Excise officials say the increase in sales will help the department net extra revenue for debt-ridden state. "Punjab's debt has crossed Rs 1 lakh crore. It's certainly a relief for us as a large part of the state's revenue comes from the excise department. We generated Rs 3,947 crore from liquor sales last year," said a senior excise taxation official. This year, he said, the department was targeting a revenue of Rs 4,671 crore: an increase by Rs 724 crore from liquor sales.

But the EC isn't amused. Even as it recently allowed the excise department to hold draw of lots for 4,064 liquor vends for PML (Punjab Made Liquor) and 2,192 for Indian-made foreign liquor, they said they had strong reservations about booze parties and free distribution of liquor in Punjab in the run-up to the elections.

The excise department was recently deluged with 61,237 applications for liquor vends across Punjab.