Mumbaikars are not in the mood to drink

City's liquor sales witness drop by 20%; manufacturers, retailers say it is because of economic slowdown, aftermath of terror attacks

Mumbai's liquor sales witness drop by 20%; manufacturers, retailers say it is because of economic slowdown, aftermath of Mumbaiu00a0terror attacks

DRY DAYs ahead? A spokesperson of United Breweries said that they are heavily focusing on promotional activities in order to make up for the losses by the year-end annual budget. PIC for REPRESENTATION

Compared to last year's sale figures, city manufacturers and retailers have noticed a drop in liquor sales by almost 20 per cent. They say it is the result of the economic slowdown and the recent terror attacks.

The State excise department figures reveal that the decline in sale continues even after almost two months of the terror attacks.

According to industry experts, people have stopped visiting their favourite hangouts. "The liquor sales in December 2008 and beginning of January 2009 dropped by almost 20 per cent. We have never witnessed such a slack period," said an excise department official. Talking about the initiative taken by the department to boost sales, the officer said, "We are studying the final sales sheet and want to make sure that there are no sales through the black market."

Strong promotions

Meanwhile, liquor companies are heavily investing on product promotion by offering free cases of liquor bottles on the purchase of a few. Liquor manufacturers like United Breweries are heavily focusing on promotional activities in order to make up for the losses by the year-end annual budget. "We conduct at least 50 promotional activities across Mumbai every day. The purchase for liquor by bars and pubs has also dropped drastically," said the spokesperson of United Breweries.u00a0

Zend Zoras, retailer and owner of Peekay Wine Merchants Pvt Ltd, Fort, feels the major drop in sales is because of the market condition, while the terror attacks further enhanced the hit. "Two-hundred-and-fifty cases, containing a dozen bottles each, remained unsold during the New Year season due to the market condition. The increase in prices of foreign liquors has burnt a hole in peoples' pocket," he said.

The business of J W Marriott's Enigma Pub in Juhu has gone down by almost 60 per cent. Gaurav Parekh, event manager for the pub, said, "We have introduced happy hours and also offer discounts on drinks to woo drinkers."

He added that the slack period would continue till March end. Mihir Bijur (27), corporate communications executive, admits that he has been forced to cut down on parties.u00a0 "It is nothing, but a knee-jerk reaction to the current financial scenario in the country that has forced me to party less, as the cost of living has gone high," said Bijur.

Sale figuresu00a0in litres
City Dec 2007:
Indian-Made Foreign Liquor u00a0IMFL: 10,61,364
Wine: 55,055
Country liquor: 11,25,708
Beer: 15,36,527

Dec 2008:
IMFL: 10,33,139
Wine: 50,416
Country liquor: 10,45,863
Beer: 15,21,326

Suburbs Dec 2007:
IMFL: 19,29,403
Wine: 87,391
Country liquor: 23,20,216
Beer: 32,23,480

December 2008:
IMFL: 19,40,177
Wine: 81,769
Country liquor: 21,52,276
Beer: 35,17,237