If there’s one time of the year when liquor stores across India witness serpentine queues, it’s the Christmas-New Year season. In the southern states, where the festive spirit runs particularly high, the season often translates into a dramatic spike in liquor sales. In 2025, Kerala has taken that spike to a whole new level. The Kerala State Beverages Corporation (KSBC) has registered a record-breaking liquor sales worth INR 332.62 crore! The KSBC recorded these liquor sales through its Kerala State Beverages Corporation (BEVCO) outlets during the first four days of the Christmas-New Year season, starting December 22, 2025.
The state of Kerala recorded unprecedented sales in liquor during the Christmas-New Year season, which began on December 22, 2025. KSBC released this data in the public domain, stating that liquor worth INR 332.62 crore was sold through KSBC liquor shops and warehouses during the four-day period, i.e. 22nd to 25th December, 2025.
Sales during the first four days registered an increase of about 18.99 per cent compared to the corresponding period last year. In 2024, the sales during the same time period stood at about INR 229.54 crore.
When it comes to single-day sales in these four days, sales on December 22 stood at about INR 77.62 crore. On December 23, sales of INR 81.34 crore were recorded. December 24 saw the highest single-day sale at a whopping INR 114.45 crore! On December 25, i.e. on Christmas, KSBC stated that a sale worth INR 59.21 crore was recorded. During the previous Christmas period, sales worth INR 279.54 crore were recorded.
KSBC officials have stated that liquor sales are expected to rise further on December 30 and December 31 as New Year celebrations take place across Kerala. To put it in comparison, KSBC recorded liquor sales worth INR 970.74 crore during the 12-day Onam season in 2025.
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31st January 2025, i.e. the last day of the year, will not be a dry day in India. Dry days are days when liquor sales are prohibited in light of certain occasions, festivals, and days of national importance. While 31st January is a big celebration across India, it will not be a dry day. People can buy liquor from liquor stores on 31st January, so make note of that.
KSBC data reveals that liquor sales during just the first four days of the Christmas season were unprecedented at a whopping INR 332 crore!
Now, it will be worth noting how much the sales for the New Year will be. With single day sales crossing INR 100 crore, how much do you think Kerala will record during the end of the year?
