Festive Cheer Pushes AP Liquor Sales Up 8% in December
Visakhapatnam witnessed a sharp New Year’s Eve surge, recording liquor sales worth Rs.9.91 crore on December 31 alone.
Vijayawada: Festive celebrations and New Year revelry delivered a strong boost to liquor sales across Andhra Pradesh in December 2025, with official data showing a year-on-year growth of nearly eight per cent, underlining the sector’s role as a key revenue generator for the State.
Liquor sales between December 1 and 31 stood at Rs.2,767 crore, compared to Rs.2,568 crore in December 2024. Officials attributed the increase to heightened festive demand, social gatherings and large-scale year-end celebrations, traditionally the peak consumption period.
The spike was most pronounced during the final three days of the year. Sales on December 29, 30 and 31 alone touched around Rs.543 crore in 2025, a sharp rise from about Rs.336 crore during the corresponding period last year. New Year parties, tourist inflow and higher offtake in urban centres were cited as key drivers.
District-wise figures showed wide variations. Visakhapatnam topped the chart with sales of about ₹178.6 crore, followed by Tirupati at ₹169.4 crore and NTR district at nearly ₹155.4 crore. In contrast, districts such as Alluri Sitharama Raju (₹30.7 crore), Parvathipuram Manyam (₹35.4 crore) and Sri Satya Sai (₹65 crore) recorded lower volumes.
Officials said liquor and beer sales remained strong even on January 1, indicating that demand at the start of 2026 continued to outpace last year’s levels, generating substantial revenue for the Excise Department.
Visakhapatnam witnessed a sharp New Year’s Eve surge, recording liquor sales worth Rs.9.91 crore on December 31 alone. Significantly, digital payments narrowly overtook cash for the first time, signalling a shift in consumer behaviour.
Across the division, digital transactions accounted for Rs.5.05 crore, or 51 per cent of sales, marginally ahead of cash payments at Rs.4.85 crore. While cash continued to dominate in pockets such as Gopalapatnam, Maharanipeta and Gajuwaka, areas like Seethammadhara and Pendurthi saw a clear tilt towards digital payments.
Officials said the trend reflects growing consumer preference for cashless transactions during peak festive demand, with retailers increasingly equipped to handle digital modes seamlessly.