Liquor Rush in Noida: Huge Crowds Flock to Shops Offering ‘Buy 1 Get 1 Free’ Deals

With Uttar Pradesh's new excise policy set to take effect on April 1, liquor stores across Noida are witnessing a massive rush as they offer heavy discounts and special deals like 'Buy 1 Get 1 Free' to clear out their stock. The policy overhaul has resulted in a major shake-up, with 80% of existing liquor licence holders being replaced through an e-lottery system.

Liquor Shops Offer Huge Discounts Before April 1

Excise officials reported that Noida liquor shops typically sell around 10,000 beer bottles, 30,000 foreign liquor bottles, and 40,000 country liquor bottles daily, generating ₹3-4 crore in revenue per day. With discounts in place, sales are expected to surge by 30-40% this week.

Unlike the past six years, where licences were renewed automatically, this year's e-lottery system has allowed new entrants into the liquor business. Additionally, the government has introduced "composite shops" that will sell both beer and Indian Made Foreign Liquor (IMFL), leading to the merger of several standalone beer and IMFL outlets.

Shopping Frenzy as Liquor Prices Drop

Last Friday, liquor buyers rushed to stock up after the announcement of the new excise policy. Many stores offered foreign liquor at half price, sparking a shopping frenzy. Customers were seen buying entire crates of liquor before prices changed.

Under the new policy, the number of liquor shops in Noida has been reduced from 535 to 501. The revised distribution includes:

• 239 composite shops (selling both beer and IMFL)
• 234 country liquor shops
• 27 model shops
• 1 bhang shop

Massive Discounts in Lucknow Model Shops

Meanwhile, in Lucknow, several model liquor shops have launched aggressive discount campaigns. Large banners outside stores advertise heavy discounts, urging customers to buy liquor at reduced prices before the deadline.

• Full bottles of liquor are available at a ₹150 discount on MRP
• Half and quarter bottles are priced ₹80 and ₹30 lower, respectively
• Beer prices have been slashed by ₹20-₹40 per bottle, depending on the brand

With the deadline fast approaching, liquor buyers in Noida and other parts of Uttar Pradesh are making the most of these last-minute deals, creating an unprecedented rush at liquor outlets.